Excerpt from Marketing Multiplier and Marketing Strategy Simplified Dynamic Decision Rules The numerous optimization approaches in the literature are almost exclusively limited to advertising and the linear carryover-function. Optimality conditions of this type are, for instance, given in [3, 15, 17, 19, 35, numerical solutions can be found in [8, 27, Another group of approaches use modern control theory in order to derive dynamic optimality conditions for advertising. Schmalensee [32] gives very general conditions of this type but does not pro vide any numerical solution. Most of the control theoretic approaches are limited to specific advertising models (in particular to the models of Vidale Wolfe [46] and nerlove-arrow which will not be investigated in this paper, [4, 13, 14, 33, 43, 44] are of this type). An exception is the pricing model of Spremann a version of which can be comparediwith function To date, the practical relevance of the control theoretic models has remained very limited. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.