A taxonomy of marketing planning styles
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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.
author list (cited authors)
McKee, D. O., Varadarajan, P. R., & Vassar, J.