Optimal and Near Optimal Price and Advertising Strategies for Finite and Infinite Horizons
构建并分析了与实证研究一致的最简定价与广告优化模型，引入显式时间范围函数来比较和综合有限与无限时间范围情形，并论证了将本期广告支出设为与上期销售额成比例的常见做法在良好条件下是近优的。
The simplest price and advertising optimization model consistent with current empirical research is formulated and analyzed. An explicit horizon function is introduced to compare and synthesize the finite and infinite horizon situations. The practically prevalent procedure of setting this period's advertising expenditure proportional to the previous period's sales is, for good reasons, declared near optimal.