Journal of the Academy of Marketing Science

, Volume 18, Issue 2, pp 131–141 | Cite as

A taxonomy of marketing planning styles

  • Daryl O. McKee
  • P. Rajan 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.


Marketing Planning Process Competitive Environment Harvard Business Review Strategic Management Journal 
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Copyright information

© Academy of Marketing Science 1990

Authors and Affiliations

  • Daryl O. McKee
    • 1
  • P. Rajan Varadarajan
    • 2
  • John Vassar
    • 1
  1. 1.Louisiana State UniversityAlexandriaUSA
  2. 2.Texas A&M UniversityCollege StationUSA

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