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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


(the traditional face to face engagement) and


(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.

Read pages 615-619



Read the following online websites and articles

Pizza Power Report: 2014 State of the Industry,”

Pizza TV

, November 26, 2013

Order’s Up for Pizza Hut’s Mobile Platform, Nov 5 2013


Susan Krashinsky, “Rogers Opens New Door for Advertisers: ‘Geofences’ Technology Will Allow Retailers to Send Promotional Text Messages to Subscribers Who Pass by Their Stores,”

The Globe and Mail

, October 2, 2013

Additional outside sources are welcome

Based on current status for Pizza Hut (a COVID-19 world),

put yourself in the position of a marketing consultant brought into Pizza Hut to critically examine the company’s interactive marketing strategy, and then formulate a set of well-developed and supported recommendations to the company’s senior leadership team.

The recommendation should be logically presented, well-supported, and thoroughly vetted. You should:

Consider interactive marketing and how it creates customer value, customer relationships, and customer experiences


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

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