Identifying effective mechanisms for marketing integration process to Malaysian acquirers
Marketing integration in mergers and acquisitions (M&As) is an important avenue in ensuring the survival of the combined firms. This can be achieved by compressing and redeploying all marketing resources from both sides; the acquirer and acquired firm. Perhaps, marketing integration is a backbon...
| Main Authors: | , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2011
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/4266/1/MoH.pdf |