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Modern cooperative enterprises, including cooperative banks, have the ability to adapt to the changing socio-economic conditions, which is confirmed by their over 170-year-long presence on the market. What contributes to the consumer confidence in the cooperative banking is how the banks adhere to the idea of cooperatives understood as collaboration, mutual assistance, responsibility, and fair competition. The market position of cooperative banks is being jeopardised by the surge in competition in the form of commercial banks and near bank financial institutions which begin to operate on the field of cooperative banks, both with their own facilities as well as through electronic banking. Unfortunately, the task of cooperative banks is slightly more difficult if they are to compete with commercial banks due to a limited access to share capital and the local focus of their activities. Cooperative banks must therefore adopt appropriate marketing strategy through the implementation of mutual goals, in particular in the field of computerisation and marketing. The purpose of this Article is to present the situation of cooperative banks on the background of the entire banking sector, as well as to delineate the marketing strategy undertaken by cooperative banks in order to maintain and strengthen their competitive position. The method used in the article is a critical analysis of literature relating to the subject matter. The article will also present information on the operation of cooperative banks found on websites. A properly prepared and implemented mar-

The Marketing Strategies of Modern Cooperative Enterprises (as Illustrated by Cooperative Banks)