Abstract
A business model is the story about how a business works and how all of its activities come together to produce a profit, that is, the business model is the way a firm makes money. Marketing is fundamental to a successful business model because the served market ultimately defines a business. This chapter describes the elements of business models, provides examples of business models, and explores the role of marketing in the identification and implementation of successful business models.
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Stewart, D.W. (2019). Business Models: How Firms Make Money. In: Financial Dimensions of Marketing Decisions. Palgrave Studies in Marketing, Organizations and Society. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-15565-0_3
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DOI: https://doi.org/10.1007/978-3-030-15565-0_3
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