Open Access Article

Title: Improving relations between business strategy and marketing tactics

Authors: Hrvoje Medarac; Gianpaolo Vignali; Claudio Vignali

Addresses: European Commission – Joint Research Centre, Institute for Energy and Transport, Renewables and Energy Efficiency Unit – TP 450, Via E. Fermi, 2749, I-21027 Ispra (VA), Italy ' School of Materials, University of Manchester, Oxford Rd, Manchester, M13 9PL, UK ' The University of Vitez, Školska 23, 72270 Travnik, Bosnia and Herzegovina

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.

Keywords: ICT business strategy; marketing tactics; matrix marketing; life cycle; BCG matrix; Ansoff matrix; GE/McKinsey matrix; marketing mix; Mixmap; Stratics; marketing models; strategic marketing; phenomenology; action research; case study.

DOI: 10.1504/IJBG.2016.073625

International Journal of Business and Globalisation, 2016 Vol.16 No.1, pp.50 - 65

Received: 04 Feb 2015
Accepted: 02 Jun 2015

Published online: 14 Dec 2015 *