It's celebration time.

• Author: Marlin, Brenda
• Position: Marketing Edge - Brief Article

Recently, I was looking through some old issues of ABA Bank Marketing magazine and noted how much our profession has changed over the years--not to mention clothing and hair styles (crew cuts and beehives were all the rage during the timeframe that I was reviewing).

Although much has changed, many foundational principles have stayed the same when it comes to marketing a bank. These principles consist of proven marketing theories worked out in real world marketing planning and execution strategies, The changes that we have seen were needed in order to compete effectively in our new convergent market. An example of one of these changes was the automation of database marketing through new technologies, which provided an effective means to measure marketing effectiveness and determine customer...