Strategy and tactics need to be developed in the same direction to gain success. This is the application of the research on building the new model which will combine strategy and tactics in marketing. The model will have to satisfy three conditions. It will have to be applicable, simple and interactive. The research will consist of three parts. The first part will be the literature review aimed at making the historical overview on research subject and developing the first instance of the model. The second part of the research will be the main research in the form of interviews with managers responsible for the implementation of strategy and tactics in companies. The result of the main research will be the final version of the model which will be tested in the third part of the research, an experiment on the real company which is present on the real market.
Keywords: marketing, strategy, tactics, BCG, life cycle, Ansoff, marketing mix, 4P, PhD