Round the Clock: How a 24×7 Digital Marketplace Is Transforming Business

About the Book

Round the Clock pulls the covers off an ‘infinite 24×7 digital marketplace’ to reveal its transformational impact on business. Using insights from research studies around the world, it uncovers for its readers how the digital medium is rewriting the rules of business and marketing. The unlimited, borderless, timeless and inclusive access that digital markets provide has altered power equations between buyers and sellers. To be successful in an infinite digital market would require business decision makers to be armed with knowledge of the disruptive forces at play.

Buyers on digital platforms are making consumption decisions in a radically different manner compared to physical marketplaces. They are no longer responding to marketing content propagated by businesses and brands; instead they are tapping into credible digital information to make informed buying choices. Brands in the digital age will have to adopt new influence paradigms and use contemporary tools and techniques to persuade digital buyers fortified with absolute market knowledge. To thrive, they must leverage the opportunities that an infinite digital marketplace throws up.

An essential read for all those who wish to find success in the world of digital.

Table of Contents:
Preface Acknowledgements Shifting Paradigms Infinity Is Here Perceptions Matter No More Gatekeepers Active Ends Passive Bye-Bye Habits Here Comes the Atom Family Outing Everything Inhibitions on the Loose Lining It Up, Getting It Right Epilogue Bibliography

About the Author :
Ray Titus is Professor of Marketing and Dean at the Alliance School of Business, Alliance University, Bengaluru. Recognized as a ‘consumer lifestyle expert’ by the Economic Times, Ray is sought after by the industry and academia for his marketing and consumer behaviour expertise. His articles and expert comments have featured in the Economic Times, Business Insider, the Globe and Mail, the Hindu Business Line and other leading dailies. Ray was recently listed among the ‘10 Indian Business Bloggers You Need to Follow in 2018’ for his blog ‘Buyer Behaviour’ . He is also the author of the business bestseller Yuva India: Consumption and Lifestyle Choices of a Young India. He makes his home in Bengaluru with wife  Alphy, son Jaden and daughter Brooklyn.

Review :
‘Very few people can watch a change happen, understand that a change is happening or, better still, create that change. Professor Ray Titus is a unique individual who can easily fall into all three buckets and, more importantly, enable others to benet from his insights. Personally, he has helped companies that I have been associated with—to get practical, actionable points—in the space of marketing (and specically, the digital aspect of it). I have beneted from his past book and look forward to more nuggets from him!’  ‘In his latest book, Round the Clock, Professor Ray Titus navigates what he refers to as the "innite" digital marketplace, analysing with his customary rigour the transformational effects of such a marketplace on buyer decision-making, and hence seller strategies. Ray’s command of the subject is evident in his interpretation of research data, and in the lucidity with which he explains the phenomenon of digital transformation. His work is further evidence that "going digital" implies a radical shift in the way businesses must operate because of the fundamental change in how consumers are making buying decisions.For anyone seeking to grasp the emerging reality of the digital marketplace and its inherent potential for rms and marketers to take their business to the right buyer, Round the Clock belongs right on top of the reading list.’

"A book with a unique concept, simple language and crisp narration."