Evaluating Marketing Assets in Mergers and Acquisitions

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