On the Effectiveness and Efficiency of Operational Marketing Planning: Antecedents and Implications for Company Performance

Christian Homburg, Andreas Fürst, Birgit Löhndorf

Publication: Chapter in book/Conference proceedingContribution to conference proceedings

Original languageEnglish
Title of host publicationProceedings of the AMA Winter Educators' Conference
Editors American Marketing Association
Place of PublicationSt. Petersburg, USA
Pages3 - 4
Publication statusPublished - 1 Aug 2012

Austrian Classification of Fields of Science and Technology (ÖFOS)

  • 502019 Marketing

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