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Excerpt from the Teradata: Integrated Marketing Management evaluation:

"Teradata Aprimo finds itself in a peculiar position. A one-time leader in its category, it has lost much ground by ramping up investments in product development. However, private equity owners typically cut down on R&D while emphasizing sales & marketing. The new owners have to strike a balance between these two countervailing objectives...."

(P. 197 in the Campaign and Lead Management Technology Report. )

Integrated Marketing Management