@book { DieMarkeFCStPauli,
    title = "Die Marke FC St. Pauli",
    subtitle = "Eine Markenanalyse",
    author = "Ulrich {Niegel}",
    year = "2010",
    publisher = "Diplom.de",
    address = "Hamburg, Deutschland",
    doi = "10.3239/9783836646451",
    url = "https://m.diplom.de/document/227772"
}