Bank of America Corp. on Friday named Joe L. Price to head its consumer finance group, succeeding Douglas K. Freeman, 49, who announced plans to retire at yearend.

Mr. Price will report to Amy Brinkley, head of consumer products at the $621 billion-asset banking company. He will be based in Jacksonville, Fla., and manage the integration of consumer finance units formerly owned by NationsBank Corp., which merged with BankAmerica last year.

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