Evaluating Marketing Assets in Mergers and Acquisitions
Richard T. Hise
(Professor of Marketing at Texas A&M University in College Station, Texas)
366
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.
Citation
Hise, R.T. (1991), "Evaluating Marketing Assets in Mergers and Acquisitions", Journal of Business Strategy, Vol. 12 No. 4, pp. 46-51. https://doi.org/10.1108/eb039430
Publisher
:MCB UP Ltd
Copyright © 1991, MCB UP Limited