TY - CONF TI - On the Effectiveness and Efficiency of Operational Marketing Planning: Antecedents and Implications for Company Performance AF - Proceedings of the AMA Winter Educators' Conference PP - St. Petersburg, USA SP - 3 EP - 4 PY - 2012-08-01 AU - Homburg, Christian AU - Fürst, Andreas AU - Löhndorf, Birgit ER -