© Noordhoff Uitgevers bv
DIGITAL MARKETING
25
1
FIGURE 1.7
The
outline of this book
2
Strategy and Business
Models
12
Digital
analytics
11
Effective
websites
and apps
13
Planning and
organisation
9
Order
processing
5
Customer
acquisition:
digital brand
communi-
cations
3
Market
Sensing
7
Customer
acquisition:
paid channels
4
Product
Realisation
10
Customer
relationship
management
6
Customer
acquisition:
owned or
earned
channels
8
Customer
acquisition:
sales and
pricing
1
Digital
Marketing
This book is structured in the same order that many organisations use to
make their marketing decisions. If you are not
particularly familiar with
marketing and management issues you may choose to read Chapters
3 to 10 first, before tackling Chapter 2. That way you will get a better
understanding of the exact contents of the business
model and its specific
elements and, crucially, why the selection of a business model is so
important for every organisation.
