@book { DerErfolgvonHandelsmarken,
    title = "Der Erfolg von Handelsmarken",
    author = "Tilo {Gesper} and Christian {Ahlström}",
    year = "2007",
    publisher = "Diplom.de",
    address = "Hamburg, Deutschland",
    doi = "10.3239/9783836603454",
    url = "https://m.diplom.de/document/228913"
}