Wykorzystanie instrumentów marketingu w działalności instytucji finansowych na przykładzie banków

Financial markets are an integral part of any economy, in addition to the markets of consumer goods, production goods or funds. They participate in the process of the flow of funds and products. The aim of this study is to analyse the use and application of marketing instruments in financial institutions, with the main focus on banks. The study includes an analysis of the financial services market, the essence of banking, marketing, development of instruments in the bank and examples of application of marketing In selected banks. The need to apply the principles of marketing in banks is a result of changes taking place in the last few years in the banking and financial institutions around the world.