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Marketing due diligence … where do customer and marketing details fit into pre‐deal activity?

Marketing due diligence … where do customer and marketing details fit into pre‐deal activity? Argues that the main benefits in mergers and acquisitions (M&A) come from finding opportunities to enhance competitive advantage and thereby achieve enduring growth in revenue and market share. Looks at due diligence in both its traditional and marketing forms. Spotlights Quaker Oats Co. and Snapple Beverage Corp., in a panel, to discuss Quaker's disastrous M&A performance in this matter. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png The Antidote Emerald Publishing

Marketing due diligence … where do customer and marketing details fit into pre‐deal activity?

Gould, B
The Antidote , Volume 3 (2): 3 – Mar 1, 1998
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Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
1363-8483
DOI
10.1108/EUM0000000006459
Publisher site
See Article on Publisher Site

Abstract

Argues that the main benefits in mergers and acquisitions (M&A) come from finding opportunities to enhance competitive advantage and thereby achieve enduring growth in revenue and market share. Looks at due diligence in both its traditional and marketing forms. Spotlights Quaker Oats Co. and Snapple Beverage Corp., in a panel, to discuss Quaker's disastrous M&A performance in this matter.

Journal

The Antidote – Emerald Publishing

Published: Mar 1, 1998

Keywords: Marketing; Due diligence; Mergers and acquisitions

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