Rola innowacji marketingowych w działalności instytucji finansowych

In the article was introduced the essence of the innovation in financial services. The analyses of the level of the innovativeness of financial institutions with the regard of the subjective differentiation were executed on the basis of the statistical data and the kinds of the innovation. The special attention was turned on marketing innovations as influencing the marketing activity of financial institutions directly. The basic categories of marketing innovations were introduced. The basic groups of factors influencing the innovations were also introduced in the work and connected with them marketing workings on the market of financial services.