title: 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.
authors: Texas A&M University, College Station.
authors: R T
authors: RT
authors: Hise
mesh_terms: D003132:Commerce / Q000458:organization & administration*; D005069:Evaluation Studies as Topic; D006273:Health Facility Merger / Q000191:economics; D010934:Planning Techniques; D011357:Product Line Management / Q000592:standards*; D014481:United States