Evaluating marketing assets in mergers and acquisitions.
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.
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Texas A&M University, College Station.
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