Research on Enterprise Mergers and Marketing in Network Environment

Author: Xu Kangning
Publisher:
Publish Date: 2005-09-01
Features: Since the advent of the internet, the environment faced by enterprises has undergone a dramatic change. The pace of mergers and acquisitions between companies has not only accelerated but also taken on new forms, and marketing channels have also changed. This book specifically studies some of the changes in the boundaries of corporate operations in the online environment, the new characteristics of corporate mergers, the determination of the value of target companies, and the reorganization of marketing channels. The content includes the basic theories of the internet economy, internet-based corporate mergers, value models and price determination of acquired companies, transaction costs of enterprises in the internet environment, value chains and marketing reengineering in the internet environment, innovation in marketing channels in the internet environment, vertical integration, and marketing channel monopoly. This book offers both systematic theories and academic frontiers, along with numerous case analyses. It includes the analysis and verification of the price target for the AOL merger with Time Warner using a new value model, which has significant practical value for the real economy. This book is suitable for postgraduate and undergraduate students engaged in professional studies, as well as for researchers in economics and management. It also provides insights for corporate managers to understand the internet economy and its impact on corporate mergers and new marketing models.