Scholars@Duke
William F. Boulding

William F. Boulding

J.B. Fuqua Distinguished Professor of Business Administration
Fuqua School of Business
bb1@duke.edu
Duke Box 90120, Durham, NC 27708-0120
100 Fuqua Drive, Box 90120, Durham, NC 27708-0120

Scholarly Works - Book sections

Controlling the Odds: Skill or Conceit?

Book section · January 1, 2015 The success of a complex marketing project (e.g. the launch of a new product, the initiation of a major ad campaign, etc.) depends not only on factors related to the actions of the firm, but also on factors outside the firm’s control. However, marketing ma ... Full text Cite