A taxonomy of marketing planning styles Academic Article uri icon


  • This study examines marketing planning styles among a sample of organizations in the health care industry. A taxonomy of marketing planning styles-limited marketing planners, constituency-oriented marketing planners, and comprehensive marketing planners-is derived and then related to the literature on planning. Differences among the marketing planning styles are tested based on hypotheses relating to planning comprehensiveness. The results suggest that: (i) marketing planning styles differ fairly distinctly in their attention to selected elements of the environment; and (ii) the marketing planning style employed is related to the level of competition and to organization size and complexity. 1990 Academy of Marketing Science.

published proceedings

  • Journal of the Academy of Marketing Science

author list (cited authors)

  • McKee, D. O., Varadarajan, P. R., & Vassar, J.

citation count

  • 25

complete list of authors

  • McKee, Daryl O||Varadarajan, P Rajan||Vassar, John

publication date

  • January 1990