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As the dominant company in a hot sporting goods segment, Burton Snowboards relies on Dennis Jenson to help keep them on top of the mountain.

Although less than 20 years old, the company is one of the pioneers in the world's fastest-growing winter sport. Through a combination of media advertising, catalogs, sponsorships and line extensions, Burton's "growth as a company has been tailored to go along with the industry," says the 31-year-old senior VP-director of marketing-and onetime student at McDonald's Corp.'s Hamburger U.

Privately held Burton does not release sales or ad-spending figures, but Snoboard estimates it has about a 44% share of the retail market that includes boards, apparel, boots, bindings and other accessories.

While Burton's share is down a bit from a few years ago, the overall market was worth $200 million in the 1994-95 season, up from $150 million the year before and double that of 1992-93, according to Ski Industries America.

In addition to schedules in enthusiast publications, Burton has bought pages in consumer books including Rolling Stone and Men's Journal as part of its campaign to remain top-of-mind in the sport.

While Mr. Jenson says the company doesn't have a promotions-driven mix, Burton explains that the remarkable success of his company and the entire industry is partially due to both being "very quick to adopt and embrace youth culture while the ski industry was more focused on building their empire."

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