A taxonomy of marketing planning styles

Article Abstract:

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. (Reprinted by permission of the publisher.)

Marketing management, Planning

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International services: perspectives at century's end

Article Abstract:

The author reviews and discusses relevant literature on international service businesses and offers a model which classifies international services into contact, vehicle, asset, and object-based services.

World, Analysis, Services industry, Service industries

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