Wachovia Corp. has licensed software from Prime Response Inc., a London software developer, with the aim of becoming a more sophisticated marketer.

The Winston-Salem, N.C., banking company will use the software to market traditional branch products like deposits and loans. By tailoring marketing messages to customers in different segments, Wachovia hopes to become "smarter" in the eyes of its customers, said Fred Koehl, senior vice president and manager of marketing information.

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