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 -