Marketing in recent years has expanded and covered services. As we move towards a global services economy, marketing specialists need to learn more about marketing services. Services are products that include the activities, benefits or satisfaction, are offered for sale and are basically intangible. There were also numerous changes in the banking sector. In one part these changes are the result of political, economic, technological and demographic changes that were taking place in developed countries and countries in transition. In the second part, they are the result of changes in the overall financial sector. Comparing modern banking with traditional banking clearly revealed important differences. Due to the increase in the standard of living of the population worldwide and due to the increase in competition on a global scale, changes in banks business philosophies were inevitable. Although a big step forward has been made, the process of transition from a traditional to a new approach to customers is still under way, both in developed and transitioning countries.