@book { ErfolgsfaktorenderMarkentransferstrategie,
    title = "Erfolgsfaktoren der Markentransferstrategie",
    author = "Alexander {Friebel}",
    year = "2002",
    publisher = "Diplom.de",
    address = "Hamburg, Deutschland",
    doi = "10.3239/9783832456900",
    url = "https://m.diplom.de/document/221164"
}