Never tell Kristen Mashburn, director of marketing at Listerhill Credit Union, that marketing is little more than the latest ad campaign.

"As marketers, our purpose is to communicate to and on behalf of our members. We are their advocate," said Mashburn who has been with the Muscle Shoals, Ala.-based credit union for four years. "We are not in the business of putting promotions together but solving problems. That may mean we do a promotion, but ultimately it's to help solve a problem." 

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