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| Author: | Moriarty, R. T. Moran, U. |
| Title: | Managing hybrid marketing systems. |
| Journal: | Harvard Business Review
1990 : NOV-DEC, VOL. 68:6, p. 146-155 |
| Index terms: | MARKETING SYSTEMS MANAGEMENT |
| Language: | eng |
| Abstract: | As competition increases and costs become critical, companies that once went to market only one way, are adding new methods: creating hydrid marketing systems. These systems hold the promise of greater coverage and reduced costs. But they are also hard to manage. The trick to manage hybrid marketing systems is to analyze tasks and added channels within the hybrid system. A map, called hybrid grid, can help managers make sense of their hybrid system, and forces managers to consider various combinations of channels and tasks that will optimize both costs and coverage. Managers should also acknowledge the inevitability of conflicts. |
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