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New product preannouncements, advertising investments, and stock returns
Chen, Chien-wei
;
Chiang, Min-Hsien
;
Yang, Chi-lin
- In:
Marketing letters : a journal of research in marketing
25
(
2014
)
2
,
pp. 207-218
Persistent link: https://www.econbiz.de/10010367207
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2
Design and delivery of new product preannouncement messages
Chen, Chien-wei
;
Wong, Veronica
- In:
Journal of marketing theory and practice
20
(
2012
)
2
,
pp. 203-221
Persistent link: https://www.econbiz.de/10009551718
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