Driving Successful M&As

M&As are booming in marketing communications - but many are unsuccessful. This expert guide warns of the common pitfalls and gives the best possible chance of a good result. Marketing communications (marcoms) has been one of the fasting growing industries of recent years, and has also experienced considerable upheaval. Some of the consolidation that has taken place has brought benefits to clients, staff and investors; yet, as elsewhere, much of this activity has failed to deliver real value. This detailed study by a respected expert examines the challenges for vendors and buyers attempting to integrate their businesses in a diverse sector. It provides a comprehensive overview of the merger and acquisition process, draws upon original research to outline how and where value is created, and examines the psychological drivers and impact on those involved. There is also invaluable advice on selecting a target, timing a sale or acquisition, and measuring value creation. This book is an indispensable resource for all potential buyers and sellers in marcoms.