@book { MarketingMixStandardisationinInternationalMarketing,
    title = "Marketing Mix Standardisation in International Marketing",
    subtitle = "An Empirical Investigation of the Degree of Marketing Programme Standardisation in German Companies and its Internal and External Correlates",
    author = "Tobias {Richter}",
    year = "2002",
    publisher = "Peter Lang Verlag",
    address = "Berlin, Germany",
    url = "https://www.peterlang.com/document/1093480"
}