172 CHAPTER 7 INTRODUCINGANDMANAGINGTHEPRODUCT
AD7.2 The"GotMilk"campaignmadeanoldproductnew.- MergersandAcquisitions.Acquiringanothercompanyalreadysuccessfulina
fiel d your companywishestoenteri:;aneffectivewayofintroducingproducts
whilestilldiversifying. Researchsuggeststhatmergers andacquisitions cantake
placebetween companiesofvarioussizes andbackgrounds, andthatfirst expe-
rienceswithth is processtendtobe lessthansatisfactory. Evenlargemarketers
suchasGeneralMotorsengageinacquisitions.