@book { WieMarkenwirken,
    title = "Wie Marken wirken",
    subtitle = "Impulse aus der Neuroökonomie für die Markenführung",
    author = "Manfred {Bruhn} and Manfred {Bruhn} and Richard {Köhler} and Richard {Köhler} and  {G.E.M Gesellschaft zur Erforschung des Markenwesens e.V.} and  {Markenverband e.V.} and Dieter {Ahlert} and Michael {André} and Christian {Duchmann} and Christian {Elger} and Franz-Rudolf {Esch} and Barbara {Evans} and Andrea {Gröppel-Klein} and Florian {Haller} and Hans-Georg {Häusel} and Dirk {Held} and Andreas {Herrmann} and Elisabeth {Hildt} and Marco {Hubert} and Lutz {Jäncke} and Peter {Kenning} and Thorsten {Möll} and Joerg {Niessing} and Hilke {Plassmann} and Ernst {Pöppel} and Michael {Pusler} and Christian {Scheier} and Hans-Willi {Schroiff} and Julia {Stefanides} and Armin {Töpfer} and Arndt {Traindl} and Uli {Veigl} and Bernd {Weber} and Raimund {Wildner}",
    year = "2011",
    publisher = "Vahlen",
    address = "München, Deutschland",
    url = "https://vahlen.openpublishing.com/document/1220872"
}