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


Author: Ray Titus

9789352808205 | PB | pp. 200 | 2018 | SAGE Response

This book emphasizes the the transformational impact the round the clock market has on businesses and what needs to be done to leverage opportunities it presents.

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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.

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Ray Titus







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About the Author

The author is a 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’.


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