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

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.