Peter G. answered 10/23/16
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Standard developments of calculus, like Apostol and like Spivak, define log in terms of an integral, find its derivative, then use that to find the derivative of e^f(x). That may be the motivation for doing things this way here.
In this problem,
ln y = ln e-mx
= -mx
d/dx ln y = d/dx (-mx)
1/y * dy/dx = -m
dy/dx = -my
= -me-mx
Now check that this answer agrees with what we get using the rule d/dx ef(x) = f'(x)ef(x).
Mathalina S.
10/23/16