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Oracle, Dendrite in pharmaceutical CRM marketing deal

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Redwood Shores, Calif.--Oracle Corp. and Dendrite International Inc., a Morristown, N.J.-based software company, have entered an expansive pact to market customer relationship management platforms to pharmaceutical companies. Oracle and Dendrite are forming joint pharmaceutical sales and software integration teams, and Oracle will weave Dendrite's CRM software suite into its own. The companies are targeting a booming market. Pharmaceutical companies are spending millions to target doctors, an elusive but potentially lucrative group. Pharmaceutical companies typically spend up to 30% of their revenues on sales and marketing initiatives.
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