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...

Despite great attention to developing and disseminating techniques for measuring marketing performance, the extent to which these techniques improve strategic performance is little known. The authors report the results of a survey of 139 large organizations regarding their ability to measure...