摘要：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.
其他摘要：Tržišna privreda nezamisliva je bez funkcionisanja finansijskog sektora.Tržište više nije ni stihijsko,ni neorganizovano,ni lokalno.U tom smislu dva su procesa od posebne važnosti: globalizacija i deregulacija.Usmeravanjem finansijskih institucija na tržišnu utakmicu,marketing je preuzeo jednu od vodećih uloga u formiranju njihove poslovne politike.Finansijske institucije su izmenile svoje stavove prema marketingu.Od ranijeg stava da marketing nije za finansijske institucije,shvatilo se da ovaj sektor ne može bez marketinga.
