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Creating the marketing receptive environment: overcoming the two year hatchet limit for a firm′s first marketing director

Martha Rogers, Richard W. Buchanan

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 February 1989

84

Abstract

Examines the problem of selecting new marketing directors and the high failure rate among new marketing personnel. Contends that the failure of first‐time marketing directors is not automatic; identifies the problems involved in hiring first‐time directors and offers specific steps that a first‐time marketing director can take and that a firm can support to increase the possibility of success for the new marketing executive, as well as the firm′s overall marketing effort. Concludes that first time marketing executives are not doomed to fail.

Keywords

Citation

Rogers, M. and Buchanan, R.W. (1989), "Creating the marketing receptive environment: overcoming the two year hatchet limit for a firm′s first marketing director", Journal of Business & Industrial Marketing, Vol. 4 No. 2, pp. 17-25. https://doi.org/10.1108/EUM0000000002726

Publisher

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MCB UP Ltd

Copyright © 1989, MCB UP Limited

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