As your media relations tool, however, you can create a profile on the database and position yourself for more interview opportunities.

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At Kraft's behest the team had compiled a database of stats for every position in the NFL going back 25 years.

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"Following Oracle's move into hardware and SAP's move into the database market, both of which position these leading apps companies more in IBM's traditional markets, IBM has perhaps fewer reservations about participating in the apps and software-as-a-service market, " Nomura analysts said.

MSN: IBM enters HR web applications market with Kenexa buy