Marketing aspects of the use of digital technologies in Georgian banks (ციფრული ტექნოლოგიების გამოყენების მარკეტინგული ასპექტები საქართველოს ბანკებში)
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Date
2022
Journal Title
Journal ISSN
Volume Title
Publisher
Ivane Javakhishvili Tbilisi State University Press
Abstract
The article discusses the features and challenges of using digital banking technologies on the example of
the two largest providers in the financial market, TBC Bank and Bank of Georgia. It has been shown that these
companies in Georgia are considered digital marketing pioneers and were supplying customers with innovative
products and services even before the global pandemic. The article emphasizes that the competition between
these banks is the most pronounced in the financial market. Therefore the paper presents the specifics of the
digital development of these banks, innovative products and services, and the advantages and disadvantages of
using digital marketing tools, which are essential information for studying the marketing aspects of using new
digital technologies.
Description
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Keywords
Digital technologies, digital banking marketing, marketing aspects
Citation
VII International Scientific Conference: "Challenges of Globalization in Economics and Business", Tbilisi, 2022, pp. 196-202