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Content Management - The Competitive Edge for e-Business Winners in the Pharmaceutical Industry

Even before the tragic events of September 11th the threat of an economic recession in the Western world was a distinct possibility. Whether we were talking ourselves into it or the underlying indicators were suggesting it, it was clearly attracting a lot of attention. By the time you read this article it may have become an accepted reality; it may still be hanging in the air like a storm cloud while we wait for the thunder to start; or more optimistically, it may have receded, taking with it some of the uncertainty in the market.

Whatever the current position, one thing is for sure for the IT industry - the giddy days of hyper-valuations for dot.com start-ups are over. Many of the new dot.coms were based on the promise of revolutionising the way business is conducted - a new model of business facilitated through the electronic exchange of information. However, the emergence of online commerce has not changed the fundamental properties or rules of the marketplace. The marketplace remains a competition for customers and market share. What e-business has done is intensify the pressures brought to bear on any company competing in today's marketplace, forcing businesses to gain the maximum value from their investment in systems designed for e-business.


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By David Gingell, Marketing Director, EMEA of Documentum Inc

David Gingell is Marketing Director, EMEA of Documentum Inc. David is responsible for marketing Documentum's content management solutions across Europe, the Middle East and Africa. He delivers marketing programmes and awareness initiatives with the help of his 14-strong team across the region. Since joining Documentum in September 1995 David has been involved in all aspects of sales, marketing and support across Documentum's target industries.

Prior to working at Documentum he held technical management, sales and marketing positions at Ingres and Oracle. He has been widely quoted in the IT press on content management issues and is a regular speaker at conferences and seminars. David gained an MBA from Henley Management College and a BSc from the University of Swansea, Wales.

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David Gingell
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