@incollection{Horn2018,
  author    = {Sierk Horn},
  title     = {Marketing strategies},
  series = {International business},
  editor    = {Peter Buckley and Peter Enderwick and Adam Cross},
  publisher = {Oxford University Press},
  address   = {Oxford},
  pages     = {379 -- 418},
  year      = {2018},
  language  = {en}
}