@book { ErfolgsfaktorenderMarkenfhrung,
    title = "Erfolgsfaktoren der Markenführung",
    subtitle = "Know-how aus Forschung und Management",
    author = "Hans H. {Bauer} and Frank {Huber} and Carmen-Maria {Albrecht}",
    year = "2015",
    publisher = "Vahlen",
    address = "München, Deutschland",
    url = "https://vahlen.openpublishing.com/document/1220969"
}