If new ideas got more than just lip service, the world would be a different place. Bank marketers talk endlessly about market segmentation and customized, "rifle shot" promotions, but rarely achieve them. The Internet is changing all that.

Rather then developing Web site marketing campaigns that fit senior management's conventional thinking-often with disappointing results-bank marketers can use tools that exist today to achieve highly targeted, electronic promotions that studies suggest would be most productive for net income.

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