Customer management

Carlo Mari

Chapter 29 in Elgar Encyclopedia of Mergers and Acquisitions, 2026, pp 78-79 from Edward Elgar Publishing

Abstract: This chapter emphasizes the critical role of customer management in mergers and acquisitions success. It examines customer reactions to acquisitions and highlights strategies for minimizing defection, such as effective communication and engagement. The chapter discusses creating advocacy teams, listening to customer concerns, and co-creating post-merger customer experiences. It stresses customer-centric planning to address potential disruptions, enhance satisfaction, and retain loyalty during and after integration.

Keywords: Marketing; Consumer behavior; Customers; Customer role; Customer engagement; Merger and acquisition (search for similar items in EconPapers)
Date: 2026
ISBN: 9781800880856
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