@incollection{Breyer-Mayl{\"a}nder2011,
  author    = {Breyer-Mayl{\"a}nder, Thomas},
  title     = {Medienmarketing},
  booktitle = {Kompendium Kulturmarketing : Handbuch f{\"u}r Studium und Praxis},
  editor    = {Klein, Armin},
  edition   = {1.},
  isbn      = {978-3-8006-3886-4 (Print)},
  doi       = {10.15358/9783800638871_331},
  institution = {Fakult{\"a}t Medien und Informationswesen (M+I) (bis 21.04.2021)},
  pages     = {331 -- 357},
  year      = {2011},
  language  = {de}
}