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

Publication: Chapter in book/Conference proceeding › Contribution to conference proceedings

Original language	English
Title of host publication	Proceedings of the AMA Winter Educators' Conference
Editors	American Marketing Association
Place of Publication	St. Petersburg, USA
Pages	3 - 4
Publication status	Published - 1 Aug 2012

Austrian Classification of Fields of Science and Technology (ÖFOS)

@inproceedings{3c0cc97501494c038ba73506976b113d,

title = "On the Effectiveness and Efficiency of Operational Marketing Planning: Antecedents and Implications for Company Performance",

author = "Christian Homburg and Andreas F{\"u}rst and Birgit L{\"o}hndorf",

year = "2012",

month = aug,

day = "1",

language = "English",

pages = "3 -- 4",

editor = "\{American Marketing Association\}",

booktitle = "Proceedings of the AMA Winter Educators' Conference",

}

On the Effectiveness and Efficiency of Operational Marketing Planning: Antecedents and Implications for Company Performance. / Homburg, Christian; Fürst, Andreas; Löhndorf, Birgit.
Proceedings of the AMA Winter Educators' Conference. ed. / American Marketing Association. St. Petersburg, USA, 2012. p. 3 - 4.

Publication: Chapter in book/Conference proceeding › Contribution to conference proceedings

TY - GEN

T1 - On the Effectiveness and Efficiency of Operational Marketing Planning: Antecedents and Implications for Company Performance

AU - Homburg, Christian

AU - Fürst, Andreas

AU - Löhndorf, Birgit

PY - 2012/8/1

Y1 - 2012/8/1

M3 - Contribution to conference proceedings

SP - 3

EP - 4

BT - Proceedings of the AMA Winter Educators' Conference

A2 - American Marketing Association, null

CY - St. Petersburg, USA

ER -