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A way of thinking, not a department. (Goldman, 1999, p. 1). Lorraine Kern, Marketing Manager for Allstate Insurance Company, could not agree more. Lorraine says, "Marketing is the heart of the business. It is the voice to our customer and the face of our company. Companies must acquire and keep customers and marketing is the only business function that deals directly with customers."
This paper will concentrate on my conversation with Lorraine, which focused on the top three marketing challenges facing the Allstate Insurance Company today. These challenges are, brand awareness, direct marketing and advertising, and increased website usage...
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