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Creating the Marketing‐Receptive Environment: Overcoming the Two‐Year Hatchet Limit for a Firm’s First Marketing Director

Journal of Consumer Marketing (1990) 7 (1): 41–49.

https://doi.org/10.1108/EUM0000000002568

Published: 01 January 1990

... FOR A FIRM'S FIRST MARKETING DIRECTOR Martha Rogers Richard W. Buchanan Most first marketing directors within organizations are terminated with great hostility before the end of two years. The reasons for these failures: (1) lack of established criteria in personnel selection, (2) unrealistic or ill-defined...

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