@book { GeschichtederMarketingTheorie,
    title = "Geschichte der Marketing-Theorie",
    subtitle = "Historische Einführung in die Marketing-Lehre",
    author = "Roland {Bubik}",
    year = "1996",
    publisher = "Peter Lang Verlag",
    address = "Berlin, Germany",
    url = "https://www.peterlang.com/document/1084078"
}