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 re
lated 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.
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