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Oracle buys social marketing company Vitrue

Published on .

Redwood City, Calif.—Database management technology company Oracle Corp. has acquired Vitrue Inc., whose technology enables the publishing and management of content pushed to a variety of social sites. Financial terms of the deal were not disclosed, but TechCrunch is reporting that the price was $300 million. Oracle said the addition of Atlanta-based Vitrue technology will complement its own sales and social data management solutions. Oracle has been busy acquiring technologies to enhance its marketing and sales-support capabilities. Last fall, it acquired customer-service software company RightNow Technologies, as well as Endeca Technologies, whose technology analyzes unstructured data, such as in emails, in support of database marketing and customer service.
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