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Julia Roll and Sven-Ove Horst

Frameworks, Functions, Benefits, Rationale, Dynamics, Performance, and Economic Feasibility’. - Foreign Direct Investment Inflows into the South East European Media Market: Towards a Hybrid Business Model. Cham: Springer International, 5-66. Weinacht, Stefan 2015. ‘Marketing Communication of Media Brands: A Literature Review’. - Gabriele Siegert, Kati Förster, Sylvia M. Chan-Olmsted, Mart Ots (eds.), Handbook of Media Branding. Cham: Springer International, 231-249. Wirtz, Bernd W.; Pelz, Richard; Ullrich, Sebastian 2011. ‘Marketing