Planning for the opportunities.

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

Banks have posted record profits tiffs calendar year. But with interest rates possibly moving up and the economy changing again, what will be the challenges of the New Year? Developing a marketing plan will be one of the most practical ways to plan ahead for both the challenges and opportunities that are sure to come.

In this issue of Marketing Edge, we highlight a marketing plan that was awarded the James Donnelly Award of Excellence at the 2003 ABA School of Bank Marketing & Management Melonie McCarley Counce was the recipient of this award, which is the highest honor for a graduating school strident, Melonie's plan might inspire you in writing your own. Our ABAMN members can download a free version of this paper on our website at www.aba.com/marketingnetwork. Nonmembers can order it for a nominal price as well.

In the coming year. I believe that branding initiatives will be more important than ever...