Improving relations between business strategy and marketing tactics

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. Chosen research methodology was phenomenology and the combination of action research and case study was recognized as the most appropriate research method. 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. Main research limitation in this action research was that in the case of a strong external influence like the recession which started in Croatia in 2009 and was still present in 2013, there was a strong influence of the negative impact of the recession on general market conditions. In that case, the business result was compared to the other market players and global situation on the market. 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.JRC.F.7-Renewables and Energy Efficienc