Richard Morris Rosenberg retires Thursday as chairman of BankAmerica Corp., ending a remarkable career in which he almost single- handedly invented modern bank marketing, then went on to become one of the industry's most celebrated senior executives.

During 37 years at three California-based institutions, Mr. Rosenberg saw his share of crises - including BankAmerica's near failure in the 1980s - but spent most of his time at the pinnacle in what he recently recalled as "a very satisfying career."

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