Marketing edge.

• Author: Marlin, Brenda
• Position: Perspectives from visit to ABA School of Bank Marketing and Management in Boulder, Colorado - Brief Article

Once a year, I have the privilege of heading out to the ABA School of Bank Marketing and Management, in Boulder, Colo., where I have the opportunity to speak with marketers about the issues that concern them. This year, I noticed there was an excitement and anticipation of students getting their arms around the issues of asset/liability management and bank profitability. The Bank Exec team that runs the school's asset/liability management module commented that the year-two students were outstanding. The students were some of the best they have ever had during their school tenure.

It is encouraging to see marketers moving in the direction of wanting to immerse themselves in bank financial operations. This movement will reap rewards for marketing professionals in the future. No longer will marketers be known as the employees who manage parties, pencil orders and program advertising (aptly referred to by one marketer as the other "p's" in...