Marketing and Promotional Techniques Used by 4* International Central London Hotels

For the greatest communication impact, Kotler, (2003) argued that the entire marketing mix must be carefully coordinated for greatest success. Against this background, this research seeks to answer the following questions
With previous work experience and knowledge in the hotel industry, I have nested an interest in the sector, especially within the marketing department. The main objective of this paper will be to find out and evaluate the various marketing and promotional techniques adopted by four stars hotels in the London municipality. Other objectives will include
As the fight of market shares and the quest for product success continue, marketers are employing all the necessary tactics, and methods to give their product a breakthrough, or remain competitive (Brennan, Baines, and Garneau, 2003, Rowley 2004). According to Kortler (2002), the marketing communication mix or promotional mix involves a specific mix of advertising, personal selling, sales promotion and public relations a company uses to achieve its advertising and marketing objectives. The five major types of promotion are:-
Previous research has shown that consumers often use their existing perceptions of a brand to evaluate new offerings such as product or line extensions (Aaker and Keller 1990). Because it appears similar to the original brand, consumers will then transfer attributes of the original brand to the brand imitator, thereby affecting evaluations and purchase decisions. These attributions include, but are not limited to, product quality, performance, reliability, and origin (d’ Astrous and Gargouri 1999). Francesca Sterlacci, a fashion designer, who heads the fashion design department at New York’s Fashion Institute of Technology, says that copying is simply a way of life (Karr 2003). In a recent website interview Sterlacci admits that it is "expensive and risky to actually create new designs, and much cheaper and easier to simply knockoff a successful one" (Karr 2003).&nbsp.