haku: @indexterm objectives / yhteensä: 128
viite: 42 / 128
| Tekijä: | Hise, R. T. |
| Otsikko: | Evaluating marketing assets in mergers and acquisitions |
| Lehti: | Journal of Business Strategy
1991 : JUL-AUG, VOL. 12:4, p.46-51 |
| Asiasana: | MARKETING MERGERS OBJECTIVES MARKETING MIX |
| Kieli: | eng |
| Tiivistelmä: | Since objectives of a marketing nature are frequently the "raison d'etre" for mergers and acquisitions (M and A) and marketing factors significantly affect their performance, careful assessment of prospective acquirees' marketing operations would appear to be strongly advisable. Here guidelines are provided to be followed in assessing the worth of the marketing assets held by possible M and A acquirees. Specific elements to be discussed include brands, product planning and development, promotion, distribution, pricing, market position and personnel. |
SCIMA