The increasing focus on consumers, especially in recent years, has been experiencing an expansion both in service activities and in banks. There is a growing presence of increasing dynamism in the needs of users of financial services, therefore, it is essential to develop long-term business relationships with clients in order for banks to be and remain profitable. Through contemporary trends in the global market environment, increasing business demands and changes in business behaviour will be imposed on businesses, especially in bank operations. The focus of the banking business puts emphasis on better quality of long-term relationships with clients, which ultimately means shifting focus from external to internal and interactive marketing. Clearly defined goals and a properly chosen strategy are key to internal marketing success in banking and general financial institutions. A successfully chosen strategy is reflected in its implementation and application, as well as in its control and evaluation over a certain period of time. This thesis seeks to answer research questions and explain how banks are trying to influence internal marketing, how they carry it out ultimately within their institutions, and what impact they have on external marketing.