friendly // adjective (friendlier, friendliest)

ENVIRONMENTALLY-FRIENDLY, FAMILY-FRIENDLY, OZONE-FRIENDLY, USER-FRIENDLY

1 (often used in compound adjectives)

that is helpful and easy to use; that helps sb/sth or does not harm them/it:

This software is much friendlier than the previous version.

child-friendly instructions

2 (Finance )

(about an attempt to buy or gain control of a company) that the directors of the company that is to be bought want and are willing to accept or consider:

The bank has launched a friendly bid for Credit Lyonnais worth 19.5 billion euros.

Shareholders are likely to approve the friendly takeover.

The two groups attempted a friendly merger but the personality clash between the chief executives meant it was never achieved.

⇨ HOSTILE

a friendly bid/offer/takeover a friendly acquisition/approach/deal a friendly acquirer/bidder

• marketing concept
• marketing cooperative
• marketing environment
• marketing mix
• marketing myopia
• marketing orientation
• marketing resource management
• marketing services
• market intelligence
• market leader
• market-maker
• market map
• market niche
• market nicher
• market order
• market orientation
• market participant
• market penetration
• market-penetration pricing
• marketplace
• market player
• market price
• market rate
• market research
• market sector