@incollection{KilianEckert, author = {Kilian, Karsten and Eckert, Frauke}, title = {Nichtmediale Markendiversifikation am Beispiel Fit for Fun}, series = {Perspektiven f{\"u}r die Publikumszeitschrift}, booktitle = {Perspektiven f{\"u}r die Publikumszeitschrift}, editor = {Friedrichsen, Mike and Brunner, Martin F.}, publisher = {Springer}, address = {Berlin}, isbn = {9783540494362}, pages = {115 -- 126}, language = {de} }