ABA publishes 2004 bank marketing survey report.

What are banks that consider themselves "ahead of the competition" doing differently than other institutions?

There are four things, according to data contained in the new 2004 Bank Marketing Survey Report, these winner banks are more likely to have:

* A full-time marketing staff.

* A brand marketing strategy.

* A customer database that is used for marketing.

* Methods to measure customer loyalty and satisfaction.

These am just a few of the facts contained in the report, which was released this fall. The survey, which was conducted between March and July 2004, includes responses from 178 banks. These institutions represent a cross section of the industry. The survey assesses how banks budget for marketing activities and how different promotional mixes contribute to the overall marketing performance.

This year's survey contains something new: an industry analysis addressing the competitive challenges facing banks. Conducted by marketing/communications research firm WirthlinWorldwide, the analysis compares marketing trends of the banking industry to other sectors of financial services.

The cost of the 2004 Bank Marketing Survey Report ks $400 for ABA/ABAMN members, $800 for nonmembers. To order, telephone (800) BANKERS or www.aba.com

ABA Marketing Network 1120 Connecticut Ave., NW Washington, DC 20036-3971