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Commercial Bank Readiness for Adoption of Marketing 4.0: Evidence From Nepal

Commercial Bank Readiness for Adoption of Marketing 4.0: Evidence From Nepal

Shreeya Kutu, Niranjan Devkota, Sahadeb Upretee, Udaya Raj Paudel, Krishna Dhakal
Copyright: © 2023 |Pages: 20
ISBN13: 9781668458440|ISBN10: 1668458446|ISBN13 Softcover: 9781668458457|EISBN13: 9781668458464
DOI: 10.4018/978-1-6684-5844-0.ch012
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MLA

Kutu, Shreeya, et al. "Commercial Bank Readiness for Adoption of Marketing 4.0: Evidence From Nepal." Marketing and Advertising in the Online-to-Offline (O2O) World, edited by Hesham Osama Dinana, IGI Global, 2023, pp. 247-266. https://doi.org/10.4018/978-1-6684-5844-0.ch012

APA

Kutu, S., Devkota, N., Upretee, S., Paudel, U. R., & Dhakal, K. (2023). Commercial Bank Readiness for Adoption of Marketing 4.0: Evidence From Nepal. In H. Dinana (Ed.), Marketing and Advertising in the Online-to-Offline (O2O) World (pp. 247-266). IGI Global. https://doi.org/10.4018/978-1-6684-5844-0.ch012

Chicago

Kutu, Shreeya, et al. "Commercial Bank Readiness for Adoption of Marketing 4.0: Evidence From Nepal." In Marketing and Advertising in the Online-to-Offline (O2O) World, edited by Hesham Osama Dinana, 247-266. Hershey, PA: IGI Global, 2023. https://doi.org/10.4018/978-1-6684-5844-0.ch012

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Abstract

This research aims to understand the status of commercial banks' readiness for adoption of Marketing 4.0. Exploratory research design was adopted to gain a better understanding of practical aspects of the issue of marketing 4.0. In-depth interview was conducted among 27 respondents of commercial banks in Nepal for detailed information to analyze status of Marketing 4.0. This study shows that commercial banks are aware regarding the concept of marketing 4.0. However, only Global IME Bank Limited and NMB Bank Limited have actually adopted the practice of Marketing 4.0. As the study shows the awareness regarding Marketing 4.0, it indicates that Marketing 4.0 has the potential to go from theory to practice and implementation in banking sector.

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