@book { SuccessfulBrandingAcriticalexaminationofCustomerExperienceManagementforPersonaInternational,
    title = "Successful Branding - A critical examination of Customer Experience Management for Persona International",
    author = "Antje {Walliser}",
    year = "2006",
    publisher = "GRIN Verlag",
    address = "München, Germany",
    doi = "10.3239/9783638451918",
    url = "https://www.hausarbeiten.de/document/48501"
}