Improving relations between business strategy and marketing tactics

Abstract

The purpose of this research was to develop a new strategic marketing model which would help to improve the relations between business strategy and marketing tactics. The chosen research methodology was phenomenology and the combination of action research and case study was recognised as the most appropriate research method. The main findings of the research were that there was the gap for logical upgrading of the existing marketing models which would make them simple and interactive and that the new developed Stratics model improves the business result of the company. The main practical implication of this research is the developed Stratics 2.0 model which is as a piece of academic knowledge available for free download and use. The originality of this research lays in the developed Stratics model which contributed to the overall knowledge in the field of business strategy and marketing tactics. This research was performed as a part of PhD thesis.