With the advent of mobile technology, new avenues have been opened to marketers to reach their target markets in new ways. Companies now operate in two market environments; the marketplace (the traditional face to face engagement) and market space (a face to screen environment). However, marketers are still challenged to design and execute strategies that capitalize on the unique customer value-creation capabilities utilizing technology in the pursuit of a meaningful marketspace presence.
Pizza Hut and imc: Becoming a Multichannel Marketer
Pizza Hut is the world’s largest pizza chain with more than 10,000 restaurants in 100 countries. It was also one of the top 35 U.S. Internet retailers.
This case describes Pizza Hut’s online business initiative that produces hundreds of millions of dollars in annual revenue. Specific emphasis is placed on Pizza Hut’s multichannel marketing approach to creating a unique customer experience and customer engagement platform.
The video case provides a behind-the-scene look at how a market leader in the quick serve restaurant industry revolutionized interactive marketing.
Kerin, R. A. & Hartley, S. W. (2017). Marketing. (13th ed.). New York, New York: McGraw-Hill Education.