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Excerpt: Margaret Dugan may not be a marketing professional, but she thinks like one. Each year before she goes on the road to promote her company's 401(k) plans to fellow employees, the director of stock plans for energy services provider KeySpan Corp. in Brooklyn, New York, does what any good marketing executive would do: She studies her customer base. She reviews comments and questions the company has received from plan participants over the preceding 12 months.
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