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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Bibliographic Details

Main Authors:	Jedin, Mohd. Haniff, Md Saad, Norsafinas
Format:	Article
Published:	College of Business, National Taipei University 2012
Subjects:	HB Economic Theory
Online Access:	https://repo.uum.edu.my/id/eprint/22174/ http://doi.org/10.7903/cmr.11046
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