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.
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.
| Original language | English |
|---|---|
| Pages (from-to) | 50 |
| Number of pages | 65 |
| Journal | International Journal of Business and Globalisation |
| Volume | 16 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 2016 |
Keywords
- ICT business strategy; marketing tactics; matrix marketing; life cycle; BCG matrix; Ansoff matrix; GE/McKinsey matrix; marketing mix; Mixmap; Stratics.