@book { MarketingProgrammeandProcessStandardisation,
    title = "Marketing Programme and Process Standardisation",
    subtitle = "An Empirical Investigation of Marketing Standardisation and its Contingency Factors in the US Market",
    author = "Tobias {Richter}",
    year = "2012",
    publisher = "Peter Lang Verlag",
    address = "Berlin, Germany",
    url = "https://www.peterlang.com/document/1108939"
}