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Out-of-Home-Kommunikation
Editor
- Kai-Marcus Thäsler(Fachverband Aussenwerbung e. V.)
Abstract
Individual chapters are listed in the "Chapters" tab
Suggested Citation
DOI: 10.1007/978-3-658-38119-6
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Book Chapters
The following chapters of this book are listed in IDEAS- Kai-Marcus Thäsler, 2023. "Warum dieses Buch? Standortbestimmung," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages 1-5, Springer.
- Kai-Marcus Thäsler, 2023. "Stiefmütterchen im Rosengarten," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages 9-16, Springer.
- René Grohnert, 2023. "Plakat und öffentlicher Raum. Ein historischer Blick," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages 17-52, Springer.
- Tino G. K. Meitz, 2023. "Out-of-Home und Digital-Out-of-Home aus der Perspektive der kognitiven Informationsverarbeitung," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages 53-78, Springer.
- Judith Behmer & Sebastian Buggert & Kai-Marcus Thäsler, 2023. "Der Flirt der Werbung mit den Konsumenten," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages 79-86, Springer.
- Kai-Marcus Thäsler & Rob Brünig, 2023. "Einfach, klar und auf den Punkt. Top-Kreation von Out-of-Home-Motiven," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages 87-90, Springer.
- Siegfried Marter, 2023. "Die Geschäftsgrundlage von Außenwerbung – Geschäftsmodelle, Pachtverträge, kommunale und private Pachtgeber," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages 93-115, Springer.
- Julius Baum & Kai-Marcus Thäsler, 2023. "Von Platzhirschen und Nischenbesetzern – ein kurzer Überblick über den deutschen OoH-Markt," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages 117-142, Springer.
- Petra Henker, 2023. "Out-of-Home im Spannungsfeld zwischen Branding und Sales Activation," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages 143-158, Springer.
- Jan Buhr, 2023. "Das Modellieren der Reichweiten von Out-of-Home," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages 159-178, Springer.
- Frank Goldberg, 2023. "Dynamische Leistungswerterfassung für Digital-Out-of-Home-Medien," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages 179-211, Springer.
- Kai-Marcus Thäsler & Susanne Patschicke & Uwe Storch, 2023. "Out-of-Home im Mediamix – Die Sicht des Werbekunden auf die Mediagattung Außenwerbung," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages 213-220, Springer.
- Dirk Engel, 2023. "Auf den Weg zur Mediastrategie," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages 221-233, Springer.
- Kai-Marcus Thäsler & Thorsten Gabriel, 2023. "Nachhaltiges Wachstum von Out-of-Home im Mediamix – Die Sicht der Mediaagentur auf die Mediagattung Außenwerbung," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages 235-240, Springer.
- Dirk Lüger, 2023. "Planungsansätze für Außenwerbung," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages 241-252, Springer.
- Alexander Preuß, 2023. "Zur Messung der Wirkung von Out-of-Home," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages 253-270, Springer.
- Terence Lutz, 2023. "Location Intelligence: Data Driven Marketing," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages 273-288, Springer.
- Claudia Zayer, 2023. "Programmatic OoH: Ein Medium erfindet sich neu – Digitale Außenwerbung im Spannungsfeld zwischen Massenmedium und Mikrotargeting," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages 289-301, Springer.
- Felix H. Mende, 2023. "Integrierte OoH und DOoH Messung in der Schweiz – SPR+ Bewertungssystem in einem starken OoH-Markt," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages 303-330, Springer.
- Grant Guesdon, 2023. "Measuring the Effective Impact of Out-of-Home Formats Using Neuroscience," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages 331-342, Springer.
- Georg Schotten, 2023. "Wie erzählt sich Stadt?," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages 343-354, Springer.
- Felix H. Mende, 2024. "Erratum zu: Integrierte OoH und DOoH Messung in der Schweiz – SPR+ Bewertungssystem in einem starken OoH-Markt," Springer Books, in: Kai-Marcus Thäsler (ed.), Out-of-Home-Kommunikation, pages E1-E1, Springer.
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