Outside-in- versus Inside-out-content: Introducing a New Approach to the Origins of Content in Strategic Communication

Hoffjann, OlafOlafHoffjann0000-0002-4049-45812024-11-252024-11-252022https://fis.uni-bamberg.de/handle/uniba/104986engOutside-in- versus Inside-out-content: Introducing a New Approach to the Origins of Content in Strategic Communicationbookpart10.1108/s2398-391420200000005005