@inproceedings{17e53fc7193f4aef829df6d85f149e64,
title = "{"}Buy on the rumor, sell on the news{"}: towards an extended integrated marketing communications toolkit in new product introductions",
author = "Iiro Vaniala and Hedon Blakaj and Antti Sihvonen",
year = "2013",
language = "English",
booktitle = "Australian and New Zealand Marketing Academy Conference (ANZMAC), Auckland, New Zealand, 1-4 December, 2013",
publisher = "Australian and New Zealand Marketing Academy (ANZMAC)",
address = "Australia",
}