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Evaluating Marketing Assets in Mergers and Acquisitions

Richard T. Hise (Professor of Marketing at Texas A&M University in College Station, Texas)

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 1 April 1991

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

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MCB UP Ltd

Copyright © 1991, MCB UP Limited