Improving relations between business strategy and marketing tactics

Hrvoje Mederac, Gianpaolo Vignali, Claudio Vignali

    Research output: Contribution to journalArticlepeer-review


    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.
    Original languageEnglish
    Pages (from-to)50
    Number of pages65
    JournalInternational Journal of Business and Globalisation
    Issue number1
    Publication statusPublished - 2016


    • ICT business strategy; marketing tactics; matrix marketing; life cycle; BCG matrix; Ansoff matrix; GE/McKinsey matrix; marketing mix; Mixmap; Stratics.


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