Identifying effective mechanisms to assist the marketing integration process for Malaysian acquirers
Marketing integration in mergers and acquisitions (M&As) is an important means of ensuring the survival of the combined firm.This can be achieved by streamlining and redeploying all marketing resources from both sides: the acquirer and the acquired firm.Marketing integration could be referred to...
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| Main Authors: | , |
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| Format: | Article |
| Published: |
College of Business, National Taipei University
2012
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/22174/ http://doi.org/10.7903/cmr.11046 |
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| Institution: | Universiti Utara Malaysia |