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Is it still valid to measure Internet advertising and marketing via click-through rates? Maybe not. But there are still ways to measure value for on-line marketing activity.
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Mergers and Acquisitions: The Role, Value, and Cost of Marketing and Communications
Corporate leaders, accountants, and attorneys who weigh merger and acquisition opportunities carefully consider balance sheets and potential organizational efficiencies. However, failure to seek perspectives from marketing and communications experts means many M&A decisions are based on incomplete understanding of key challenges, opportunities, and costs. This contributes to the disappointing financial results of many corporate combinations.
Marketing and communications professionals can provide valuable insights from premerger analysis through implementation. By thoroughly analyzing and planning strategies for marketing, branding, and cultural integration, they can play vital roles in ensuring M&A success.
