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Colja M. Dams und Stefan Luppold geben in diesem essential Anste, formulieren Antworten, erklren Zusammenhnge und treten den Beweis an fr den Erfolg von neuen Marketing-Konzepten in der gelebten Praxis. Mithilfe von Beispielen aus der Praxis fr die Praxis zeigen die Autoren: Live Campaigns verndern die Event-Topografie grundlegend und stellen die Face-to-Face-Kommunikation in den Mittelpunkt, weg von einem reinen Kommunikationskanal und hin zu dem zentralen POC (Point of Content). Dabei spielen Interaktion und Zielgruppen ebenso eine wichtige Rolle wie die Mglichkeit, ein solches Konzept ohne zeitliche Begrenzung zu fahren.
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