@incollection{Binckebanck2010,
  author    = {Lars Binckebanck},
  title     = {Interaktive Markenf{\"u}hrung},
  series = {B-to-B-Markenf{\"u}hrung},
  publisher = {Gabler},
  address   = {Wiesbaden},
  isbn      = {978-3-8349-8742-6},
  doi       = {10.1007/978-3-8349-8742-6\_23},
  pages     = {517 -- 538},
  year      = {2010},
  language  = {de}
}