Analysis of Service Marketing Strategies in the Hospitality & Tourism business in the UK: The Sheraton Park Lane Hotel
Mashfiq Ahmed
The hospitality and tourism industry is one of the biggest industries in the United Kingdom and in the entire world. Two of the major components of this industry are the marketing and public relations as in the highly competitive and sophisticated business world of the twenty first century; they play the key role in attracting and retaining customers i.e. the sales of products and services. Especially for businesses that focus on the luxury consumers, branding is an integral part of their core value proposition and there is no better way to create a brand identity and promote it than the use of interactive marketing strategies and public relations tactics.

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January, 2012

1. Introduction
The hospitality and tourism industry is one of the biggest industries in the United Kingdom and in the entire world. Two of the major components of this industry are the marketing and public relations as in the highly competitive and sophisticated business world of the twenty first century; they play the key role in attracting and retaining customers i.e. the sales of products and services. Especially for businesses that focus on the luxury consumers, branding is an integral part of their core value proposition and there is no better way to create a brand identity and promote it than the use of interactive marketing strategies and public relations tactics. The use of the term ‘interactive’ is of immense significance in this context as it refers to the paradigm shift in the global marketing strategies from the rather traditional transactional