@book { StrategieundTechnikderMarkenfhrung,
    title = "Strategie und Technik der Markenführung",
    author = "Franz-Rudolf {Esch}",
    year = "2024",
    publisher = "Vahlen",
    address = "München, Deutschland",
    url = "https://vahlen.openpublishing.com/document/1507375"
}