@book { DieEntwicklungeffektiverMarkennamen,
    title = "Die Entwicklung effektiver Markennamen",
    author = "Robin {Ebinger}",
    year = "2002",
    publisher = "Diplom.de",
    address = "Hamburg, Deutschland",
    doi = "10.3239/9783832461102",
    url = "https://m.diplom.de/document/221572"
}