Tougher requirements of the mega regulator to the organization of banks’ activity make a direct impact on their marketing policy, what makes it necessary structure data about essential features of the bank marketing, its main aims, and tasks and functions more clearly. The main aim of the article is to define terms and functions as well as the main directions of the development of the bank marketing nowadays. The authors analyzes the functions of the bank marketing department in comparison with Russian and foreign banks what led to the conclusion about the lack of attention of Russian banks to the development of the marketing policy. According to the results of the research, we can say that the development of the bank marketing policy both local and federal levels is the necessary instrument for a real strategic management.
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