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Managing hybrid marketing systems.

R T Moriarty1, U Moran

  • 1International Senior Managers Program, Harvard Business School.

Harvard Business Review
|October 6, 1990
PubMed
Summary
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Companies are adopting hybrid marketing systems for better reach and lower costs. Managing these systems requires analyzing tasks and channels, acknowledging conflict, and using a central database for customized customer segmentation.

Area of Science:

  • Business Strategy
  • Marketing Management

Background:

  • Increasing competition and cost pressures drive companies to adopt hybrid marketing systems.
  • Hybrid systems integrate multiple channels and methods, promising expanded market coverage and reduced operational expenses.

Purpose of the Study:

  • To explore the challenges and strategies for managing hybrid marketing systems.
  • To introduce the hybrid grid as a tool for analyzing and optimizing channel-task combinations.

Main Methods:

  • Analysis of marketing system components, focusing on tasks and channels.
  • Development of the "hybrid grid" framework for visualizing and managing channel-task interactions.
  • Examination of conflict management strategies within hybrid systems.

Main Results:

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  • Channels are not the fundamental units; marketing tasks are.
  • The hybrid grid aids in optimizing cost and coverage by analyzing channel-task combinations.
  • Effective conflict management involves acknowledging, bounding, and establishing clear guidelines.

Conclusions:

  • Hybrid marketing systems are becoming the dominant strategy, replacing traditional "purebred" approaches.
  • Successful management hinges on task-centric analysis, strategic conflict resolution, and leveraging data for customization.
  • A marketing and sales productivity (MSP) system can centralize data to facilitate customized channel strategies and customer service.