Chapter

Marketing the deal

Philippe Espinasse

in IPO

Published by Hong Kong University Press

Published in print October 2011 | ISBN: 9789888083183
Published online January 2012 | e-ISBN: 9789882209862 | DOI: http://dx.doi.org/10.5790/hongkong/9789888083183.003.0003
Marketing the deal

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This chapter focuses on the public offering itself and the marketing and research involved, with discussions of market research, investor education, pricing and roadshows.

Keywords: initial public offerings; sell-side research; listings; marketing; investor education; roadshow; bookbuilding; pricing; deal

Chapter.  15556 words.  Illustrated.

Subjects: Business and Management

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