Nowadays all people, from teenagers to elders, are bound to bank accounts. As modern bank marketing environment is characterized by being highly technologized, having a rough competition and is permanently unstable (due to laws, inflation, clients behavior), it requires more precise marketing approach regarding bank innovations. In order to reach the objectives of commercial banks: profitability, social responsibility and fulfillment of customer needs, it is compulsory to analyze innovation opportunities with extreme precision. In this article are analyzed marketing concepts of bank innovations and are highlighted certain strategies for improvement, suitable for commercial banks in Republic of Moldova. As the key task of the commercial bank is not only to attract and win more and more customers, but also to retain them through effective products and customer service, innovation is the main instrument for bank readjustment to continuously growing needs of the market.