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Jim Jones became an event management and marketing expert while working for many years at a variety of Chicago-area event companies, before launching Marriott International's new event marketing group in January 1996. The unit will handle hospitality events for the next three Super Bowls and also will oversee events for the first-ever Hoop City fan festival surrounding the NCAA Final Four college basketball championships in March 1998.

Age: 51.

Title: VP-general manager, Marquis Events International, Rosemont, Ill.

Goal: Capitalizing on event marketing growth by marrying Marriott's hospitality strengths with event management expertise.

Insight: More corporations are outsourcing event marketing because it's usually not a year-round function and it costs more to do it in-house. Mobility is also a big factor as more events are held away from headquarters.

Hot: Fan events. The biggest events are so dominated by corporate guests that fan festivals were created for ordinary consumers to get closer to the action

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