@book {9783799261791, 
	title = "Konsumentenverhalten und Marketing",
	author = "Balderjahn, Ingo AND Scholderer, Joachim",
	isbn = "9783799261791",
	year = "2007",
	keywords = "Werbung, Marktsegmentierung, Konsumentenverhalten, Markenpolitik, Marketinginstrumente, Marketingstrategie, Marktsegment, Marketing-Strategie, Ingo Balderjahn, Joachim Scholderer",
	url = "http://www.content-select.com/index.php?id=bib_view&ean=9783799261791",
	url = "https://content-select.com/de/portal/media/view/5885facf-371c-4183-9e97-712fb0dd2d03",
	publisher = "Schäffer-Poeschel",
	language = "ger",
}