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Evaluating Marketing Assets in Mergers and Acquisitions

Evaluating Marketing Assets in Mergers and Acquisitions Marketing factors often explain why mergers and acquisitions subsequently succeed or fail. Here are guidelines for appraising the value of marketing assets of companies that are M&A candidates. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business Strategy Emerald Publishing

Evaluating Marketing Assets in Mergers and Acquisitions

Journal of Business Strategy , Volume 12 (4): 6 – Apr 1, 1991

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0275-6668
DOI
10.1108/eb039430
Publisher site
See Article on Publisher Site

Abstract

Marketing factors often explain why mergers and acquisitions subsequently succeed or fail. Here are guidelines for appraising the value of marketing assets of companies that are M&A candidates.

Journal

Journal of Business StrategyEmerald Publishing

Published: Apr 1, 1991

There are no references for this article.