Smarting from setbacks in its mammoth credit card operations, Bank One's First USA unit has announced it will refocus its marketing efforts, with home-equity loans targeted as an area for a concerted nationwide drive.

A spokesman for First USA said that the company's study of the HEL market found the industry to be very fragmented. As a result, the bank decided that it would undertake a nationwide campaign to increase its market share and bring efficiencies to the industry.

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