Wells Fargo and Wachovia have no meaningful branch overlaps, dominate separate areas of the U.S. in branch banking and have similar sales-oriented branch cultures.

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Even then, marketers will have to see solid results in either the brand-oriented metrics such as intent to buy or in sales driven directly from the ad before they move big budgets toward Twitter.

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Duncan said the strongest trends his company sees in these development initiatives are in the growth of service-oriented software architectures, subscription-based software sales and industry-specific standards in areas such as radio frequency tags and cellular telephony standards.

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And where the work follows clear strategies, opportunity and is terribly sales oriented, in spite of (non-serious) appearances.

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