Marketing in the banking industry is characterized by many innovations in products and services, the use of advanced technology in the design of products and services, upgrading the distribution system, advertising and sales promotion activities in both the public and private sector. The main tasks of marketing in banks became discovering, developing and satisfying customer needs. This final thesis highlights the importance of marketing in the banking industry, particulary the promotion as one of the elements od the marketing mix. The purpose of the thesis was to analyze the strategy of promotion in bank marketing in the case of the Zagrebačka banka. Nowadays, it is important to mention the increasing importance of integration of all forms of marketing communications, ie. their integration, and a common approach to the market. Integration highlights the importance of sharing all forms of promotion. Zagrebacka Banka, though, still, for the most part used advertising and public relations as the dominant form of promotion. In a lesser extent applicable direct marketing, sales promotion and personal selling. As the promotion of banking services today, the Croatian market investing significant financial resources just to keep track of its main competitors which is not easy at all. However, Zagrebačka banka succeeds in this by investing financial resources and seeking to crative and manage high-quality service, recognition and differentiation from competitors. The Bank is aware that if it wants to survive in the market all its activities should focus on the appropriate satisfaction of demand of clients, which they are doing.