Original language | English |
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Title of host publication | Australian and New Zealand Marketing Academy Conference (ANZMAC), Auckland, New Zealand, 1-4 December, 2013 |
Publisher | Australian and New Zealand Marketing Academy (ANZMAC) |
Publication status | Published - 2013 |
MoE publication type | A4 Conference publication |
"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 proceeding › Conference article in proceedings › Scientific › peer-review