Managing the Marketing Strategy Process

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 marketspace (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.

Sources

Kerin, R. A. & Hartley, S. W. (2017). Marketing. (13th ed.). New York, New York: McGraw-Hill Education.