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Paul Turner spent years in corporate marketing before launching Andrew Joseph & Co., Birmingham, Mich., in 1992 with his brother Brian, 33. The company executes marketing programs at shopping malls and other venues with five full-time employees and 10 field marketing employees serving major national clients including Mitsubishi Motor Sales of America, Chrysler Corp.'s Jeep division and Pepsi-Cola Co.

Age: 32.

Title: Partner.

Insight: While mall traffic trends ebb and flow, malls have emerged as the new town centers. Consumers are a captive audience at malls, which they visit an average of three times a month for a growing number of services in addition to shopping.

Tip: Be where the people are. Despite all the hype about stress, consumers have more leisure time than ever before. Themed restaurants and stores have become events unto themselves; tap into the crowds for venue-based marketing.

Opinion: It's no longer enough to simply display products and brands inside malls. Marketers demand promotion modules that measure consumer reaction and results, creating a two-way dialogue. Integrate measurement into the promotion at the outset.

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