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

First Edition
  • Ray Titus - Professor of Marketing and Dean, Alliance School of Business, Alliance University, Bangalore

January 2019 | 200 pages | SAGE Publications Pvt. Ltd

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.


 
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

‘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!’ 

Anand Ganapathy,
Chennira Imaginator www.iinnovations.com

‘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.’

Dr Faiz Shah,
Director Yunus Center, Asian Institute of Technology, Bangkok
Key features

·         Introduces radically new concepts in consumer behaviour such as digi-shift, digi-sapien, digi-sphere and the digi-buyer.

·         Unravels digital buyer behavior, analyzes the mind of the digital buyer and explains the digital power sharing of the buyer and the seller.

·         Recommends the paradigm shift businesses and marketers need to undertake to enjoy digital buyer patronage.

·         Includes several generic examples built into the narrative to make for a gripping read.

·         Provides interesting analysis of buying behavior through easy to understand data tables.


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ISBN: 9789352808205
$18.00