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Integrated Sales and Marketing Management: Successful integration of Marketing and Sales after Mergers & Acquisitions

Integrated Sales and Marketing Management: Successful integration of Marketing and Sales after Mergers & Acquisitions Author : Harald Schröder
Publisher : diplom.de
Pub Date : 2015-02-01
Page : 105
Language : en
Rating :

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Today’s business-to-business (B2B) markets are characterized by high competitiveness and market saturation. As a consequence the growth potential in most B2B markets is limited. Under such conditions for most companies either merging with or acquiring a competitor are options for substantial growth. Some companies are opting for a vertical expansion via mergers and acquisitions (M&A). This book will focus on horizontal M&As. There are many successful and less successful examples of M&As. The merger between Daimler of Germany and Chrysler of the US is one of the biggest failures in the recent history of mergers and acquisitions. In contrary Cisco Systems has successfully acquired more than 120 companies, from small startups to large, well-established firms such as Linksys, Scientific Atlanta, and WebEx since 1993. The question is why some business leaders do a better job in dealing with the many challenges for all units of the newly formed cooperation than others. Usually corporate management’s focus is directed to internal issues as integrating the employees, products, services, operations, systems, and processes of acquired companies. Hence, customer relationships and key markets are getting less attention. Since customer relationships and customer-related tasks are neglected too often during preparation and execution of M&As, there is a significant risk of losing customers during the M&A integration phase. The strong internal orientation is frequently accompanied by a decline in service quality and responsiveness to customer requirements. Not surprisingly, this can result in customers’ uncertainties about their future relationship with the merging firms (e.g. prices, quality of products and services, contact persons). Customers are reacting with restraint to this development. And competitors’ actions often reinforce this effect as they take advantage of the situation and try to alienate customers in order to lure them away from an often long established relationship. Integrating the sales channels and services functions of two different companies in an appropriate way is very challenging. Typically there are significant differences regarding the organization of marketing and sales departments, customer structures and marketing approaches. This book provides valuable tools for a successful integration of two marketing and sales organizations following a Merger or Acquisition. It combines a theoretical analysis with a case study in the field of the Electronic Manufacturing Services industry.


Integrated Sales And Marketing Management Successful Integration Of Marketing And Sales After Mergers Acquisitions


Author by : Harald Schröder
Languange Used : en
Release Date : 2015-02
Publisher by : Anchor Academic Publishing (aap_verlag)


Description : Today's business-to-business (B2B) markets are characterized by high competitiveness and market saturation. As a consequence the growth potential in most B2B markets is limited. Under such conditions ...

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Mergers And Acquisitions


Author by : Jeffrey Krug
Languange Used : en
Release Date : 2009-12-01
Publisher by : Business Expert Press


Description : This book provides executives with an in-depth look at the consequences of M&As for acquired top management teams. It examines M&As as a corporate growth strategy, the importance of top management tea...

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Mergers Acquisitions


Author by : Dennis J. Roberts
Languange Used : en
Release Date : 2009-01-23
Publisher by : John Wiley & Sons


Description : This book was designed not only for owners and managers of middle market businesses but as a training text for middle market M&A investment bankers and consultants. It discusses the art and science of...

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Hospitality Marketing Management


Author by : Robert D. Reid
Languange Used : en
Release Date : 2009-02-09
Publisher by : John Wiley and Sons


Description : Completely revised and updated to include more information on Internet marketing, tourism marketing, marketing technology, and international business, Hospitality Marketing Management, Fifth Edition i...

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Strategic Management


Author by : Paul Shrivastava
Languange Used : en
Release Date : 1994
Publisher by : South-Western Pub


Description : This book combines text, cases, readings and policy statements to address the need for variety in the way the business policy/strategic management course is taught. This approach allows professors to ...

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Creating Value From Mergers And Acquisitions


Author by : Sudi Sudarsanam
Languange Used : en
Release Date : 2003
Publisher by : Pearson Education


Description : This text studies mergers and acquisitions in Europe within a common framework and provides a comparative analysis of the M&A scene in Europe and in the US. It develops a coherent, international and m...

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On Cassette


Author by :
Languange Used : en
Release Date : 1990
Publisher by :


Description : ...

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Financial Executive


Author by :
Languange Used : en
Release Date : 2008
Publisher by :


Description : ...

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Mergers And Acquisitions Playbook


Author by : Mark A. Filippell
Languange Used : en
Release Date : 2010-11-02
Publisher by : John Wiley & Sons


Description : The ultimate "tricks of the trade" guide to mergers and acquisitions Mergers and Acquisitions Playbook provides the practical tricks of the trade on how to get maximum value for a middle-market busine...

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Acquisitions Mergers Sales Buyouts And Takeovers


Author by : Charles A. Scharf
Languange Used : en
Release Date : 1991
Publisher by : Aspen Publishers


Description : Acquisitions, mergers, sales, buyouts and takeovers are challenging, interesting and complex transactions. They require a concentrated effort by a team of business managers and professionals working i...

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