Gaps for interactive upgrading of existing marketing models

Medarac, Hrvoje and Vignali, Gianpaolo and Vignali, Claudio (2015) Gaps for interactive upgrading of existing marketing models. International Journal of Management Cases, 17 (3). pp. 49-67.

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Abstract

The purpose of this preparatory research was to identify gaps for logical upgrading of the existing marketing models which can keep them simple and interactive and to examine whether the action research and case study would be the proper research methods to reach the aim of the main research which is to improve the relation between business strategy and marketing tactics. Chosen research methodology was phenomenology and the secondary research in the form of the literature review 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. Main practical implication of this research is the identification of fields where there is the possibility to extend the knowledge in the field of marketing modelling. The value of this research lays in propositions for further development of marketing model called Stratics which would contribute to the overall knowledge in the field of business strategy and marketing tactics and the most appropriate research method to achieve this aim. This research was performed as a part of the literature review process of PhD research.

Item Type: Article
Article Type: Article
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
Divisions: Faculty of Business, Computing and Applied Sciences > Business School > Marketing and Retail
Research Priority Areas: Applied Business Research
Depositing User: Anne Pengelly
Date Deposited: 23 Nov 2015 14:44
Last Modified: 20 Sep 2016 15:43
URI: http://eprints.glos.ac.uk/id/eprint/2846

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