caa a22 4500 467980039 CHVBK 20180323112516.0 cr unu---uuuuu 170328e19900301xx s 000 0 eng 10.1007/BF02726429 doi (NATIONALLICENCE)springer-10.1007/BF02726429 A taxonomy of marketing planning styles [Elektronische Daten] [Daryl McKee, P. Varadarajan, John Vassar] 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. Academy of Marketing Science, 1990 McKee Daryl Louisiana State University, Alexandria, USA aut Varadarajan P. Texas A&M University, College Station, USA aut Vassar John Louisiana State University, Alexandria, USA aut Journal of the Academy of Marketing Science Springer-Verlag 18/2(1990-03-01), 131-141 0092-0703 18:2<131 1990 18 11747 https://doi.org/10.1007/BF02726429 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/BF02726429 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- McKee Daryl Louisiana State University, Alexandria, USA aut NATIONALLICENCE 700 1- Varadarajan P. Texas A&M University, College Station, USA aut NATIONALLICENCE 700 1- Vassar John Louisiana State University, Alexandria, USA aut NATIONALLICENCE 773 0- Journal of the Academy of Marketing Science Springer-Verlag 18/2(1990-03-01), 131-141 0092-0703 18:2<131 1990 18 11747 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer