Profitable Marketing and Branding in the Digital Economy

AMA Seminars, New York, NY.

Posted: 19 Apr 2011

See all articles by Robert Edgell

Robert Edgell

SUNY Polytechnic Institute; University of St. Gallen; Columbia University - Columbia Business School

Date Written: July 6, 2001


The book focuses on digital commerce and the impact that digitization has had on marketing and selling. It compares various forms of digital commerce with traditional commerce to understand what has changed and what has remained the same.Topics covered include the following:

Module 1: Digital Economy Trends and Digital Marketing Process Overview

Module 2: Digital Business Models, Research and the Digital Brand Audit

Module 3: Positioning and Digital Selling Proposition

Module 4: Digital Strategy Options

Module 5: Metrics in the Digital Economy - ROI and How to Calculate Profitability

Module 6: Metrics in the Digital Economy - Budget Development

Module 7: Marketing Mix - Allocating Between Analog and Digital Options

Module 8: Building a Digital Knowledge Infrastructure

Module 9: Digital Tactics - The Sell

Module 10: Digital Tactics - Relationship Building

Module 11: Digital Media Buying Options

Keywords: Digital Economy Trends, Digital Marketing Process, Positioning and Digital Selling Proposition, Digital Strategy, Metrics in the Digital Economy—ROI and How to Calculate Profitability, uilding a Digital Knowledge Infrastructure

Suggested Citation

Edgell, Robert, Profitable Marketing and Branding in the Digital Economy (July 6, 2001). AMA Seminars, New York, NY.. Available at SSRN:

Robert Edgell (Contact Author)

SUNY Polytechnic Institute ( email )

100 Seymour Road
Utica, NY NY 13502
United States

University of St. Gallen

Varnbuelstr. 14
Saint Gallen, St. Gallen CH-9000

Columbia University - Columbia Business School

3022 Broadway
New York, NY 10027
United States

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