The article refers to the organization of marketing activity in banks, and in particular the place of a marketing unit in a bank's organizational structure. A functional criterion can be applied here, according to which there are jobs responsible for the preparation and implementation of individual elements of the marketing mix. The second criterion allows to create jobs responsible for the whole marketing activity in relation to individual groups of products. Another criterion arises from the segmentation strategy, i.e. individual jobs of the marketing unit are responsible for the whole marketing activity in relation to individual market segments (understood also as the activity zones). It is also assumed that the marketing unit should be subordinated only to the general manager of the bank.

In practice, in the majority of banks in Poland the place and organization of marketing units are incorrect. They are not subordinated to the general manager, additional units dealing with marketing (e.g. public relations or new product units) are established that results in overlapping of responsibilities. Generally, branches have no authority to take marketing decisions. As a result the importance of marketing units within banks' structure is minor.