@incollection{Steinbiss2018, author = {Kristina Steinbi{\"s}}, title = {Strategische Marketingplanung}, booktitle = {Marketing : Theorie und Praxis}, editor = {Elisabeth Fr{\"o}hlich and Sascha Lord and Kristina Steinbi{\"s}}, isbn = {978-3-8252-4990-8}, year = {2018}, }