This book is organised into nine chapters. The first chapter presents over-view of financial market, with particular emphasis on financial institutions and services. The second chapter focuses on financial service consumers. Chapter 3 discusses differences between consumer segments in respect of their financial services requirements and outlines ways of segmentation financial services consumers. The fourth chapter focuses on marketing policy of financial services. Chapter 5 is presenting role of pricing in financial institutions. Distribution system in financial sector was presented in Chapter 6. Chapter 7 concentrates on communication of financial institutions with market. Chapter 8 presents personnel of financial institutions as marketing instrument. The last chapter discusses implementation marketing activity in financial institutions.