Creating the Marketing‐Receptive Environment: Overcoming the Two‐Year Hatchet Limit for a Firm’s First Marketing Director
Abstract
Discusses the reasons for the high number of failures of first marketing directors within organizations. Analyses the problems involved in hiring first‐time marketing directors and offers solutions that increase both the chances of survival of the marketing director, and the firm′s marketing effort. Concludes that survival depends on the creation of a marketing‐receptive environment through training, recruitment, management structure, and well‐defined marketing expectations.
Keywords
Citation
Rogers, M. and Buchanan, R.W. (1990), "Creating the Marketing‐Receptive Environment: Overcoming the Two‐Year Hatchet Limit for a Firm’s First Marketing Director", Journal of Consumer Marketing, Vol. 7 No. 1, pp. 41-49. https://doi.org/10.1108/EUM0000000002568
Publisher
:MCB UP Ltd
Copyright © 1990, MCB UP Limited