@incollection{GhadiriHabermacherPeters2014,
  author    = {Argang Ghadiri and Andreas Habermacher and Theo Peters},
  title     = {SCOAP als Bed{\"u}rfnistheorie f{\"u}r das Neuromarketing},
  series = {Tern{\`e}s, Towers (Hg.): Internationale Trends in der Markenkommunikation. Was Globalisierung, neue Medien und Nachhaltigkeit erfordern},
  publisher = {Springer Gabler},
  address   = {Wiesbaden},
  isbn      = {978-3-658-01516-9},
  doi       = {10.1007/978-3-658-01517-6\_1},
  pages     = {1 -- 13},
  year      = {2014},
  language  = {de}
}