Marketing Management of Synergy in Banking Mergers and Acquisitions

Slobodan Janjic and Ljubisa R. Lukic

Ekonomika, Journal for Economic Theory and Practice and Social Issues, 2009, vol. 55, issue 01-2

Abstract: Mergers and acquisitions as a base for many corporative strategies are huge shalenges and opportunites for marketing managers, having in mind their enormous potential for synergy gains and profit for shareholders. At the same time, they are unique opportunity to focus on customers in a much wider and more integral manner. Market share gaining, brand identification, more powerful and diversed product and service lines, development of distribution channels, atractive market penetration, cross selling, enlarged customer base and other motives for mergers and acquisitions are the base for marketing concept incorporation and marketing based synergies. In that sense marketing management becomes critical factor for successful mergers or acquisitions.

Keywords: Industrial; Organization (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:ags:sereko:288548

DOI: 10.22004/ag.econ.288548

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