"Buy on the rumor, sell on the news": towards an extended integrated marketing communications toolkit in new product introductions

Iiro Vaniala, Hedon Blakaj, Antti Sihvonen

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

Original languageEnglish
Title of host publicationAustralian and New Zealand Marketing Academy Conference (ANZMAC), Auckland, New Zealand, 1-4 December, 2013
PublisherAustralian and New Zealand Marketing Academy (ANZMAC)
Publication statusPublished - 2013
MoE publication typeA4 Conference publication

Cite this