"Leveraged" Decision Making in Advertising: The Flat Maximum Principle and Its Implications
提出广告决策中的“平坦最大值原理”，指出在广告投入水平附近存在一个平坦区域，决策者在此区域内调整投入对利润影响很小，从而为广告预算决策提供简化依据。
Donald S. Tull, Van R. Wood, Dale Duhan, Tom Gillpatrick, Kim R. Robertson, James G. Helgeson, "Leveraged" Decision Making in Advertising: The Flat Maximum Principle and Its Implications, Journal of Marketing Research, Vol. 23, No. 1 (Feb., 1986), pp. 25-32