Commercial management and value creation in a financial institution

This scientific review aims to understand how commercial management and value creation are developed in a financial institution. To do this, studies have been reviewed, mainly based on Scopus, among others. Of all the studies found, only 32 were selected, given that they were the most accurate and consistent with the study topics, considering from 2001 to the present, exclusion and inclusion criteria were applied; as well as search keywords. During the investigation, it was found that banks use commercial management as an investment to attract customers using different advertising media, whether virtual or printed; As well as, they seek to provide and create value for customers, and thus satisfy them with the services and products they offer.