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.)
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Article Abstract:
Numerous marketing crises have gained media attention in recent years. The author examines the development of the concept of the crisis by political scientists, sociologists, and organizational theorists. Upon this base, a tentative definition for the marketing crisis is developed and a number of implications are drawn. Furthermore, the author suggests some directions for future research into the area of marketing crises. (Reprinted by permission of the publisher.)
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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.
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