MARKETING FUNCTION IN FINANCIAL INSTITUTIONS

Abstract

Market Economy is unthinkable without functioning of financial sector. Market is no more chaotic, nor unorganized, nor local. In this sense two processes are the most important: globalization and deregulation. Directing financial institutions on market competition , marketing has taken over one of the leading parts of forming their business policy. Financial institutions have changed their attitudes towards marketing. From the previous attitude that marketing is not for financial institutions, they have realized that this sector can not do without marketing.