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

The Antidote

ISSN: 1363-8483

Article publication date: 1 March 1998

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.

Keywords

Citation

Gould, B. (1998), "Marketing due diligence … where do customer and marketing details fit into pre‐deal activity?", The Antidote, Vol. 3 No. 2, pp. 25-27. https://doi.org/10.1108/EUM0000000006459

Publisher

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MCB UP Ltd

Copyright © 1998, MCB UP Limited