@book { InterneMarkenfhrung,
    title = "Interne Markenführung",
    author = "Alexander {Plum}",
    year = "2005",
    publisher = "Diplom.de",
    address = "Hamburg, Deutschland",
    doi = "10.3239/9783832485528",
    url = "https://m.diplom.de/document/223752"
}