Summary
The authors present a general media mix model which assumes linear response and illustrate how the model can be modified to accommodate nonlinearity while still using the revised simplex method as a solution algorithm.
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© 1976 Springer-Verlag Berlin Heidelberg
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Brown, D.B., Warshaw, M.R. (1976). Media Selection by Linear Programming. In: Mathematical Models in Marketing. Lecture Notes in Economics and Mathematical Systems, vol 132. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-51565-1_43
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DOI: https://doi.org/10.1007/978-3-642-51565-1_43
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-07869-2
Online ISBN: 978-3-642-51565-1
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