Warner Taps Prime Response Software

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Prime Response Inc., Cambridge, MA, Monday said its Prime@Vantage.com e-marketing software would be used by Warner Music Group for future promotional campaigns.

Warner Music Group, a division of Time Warner Inc., New York, said the program would enable it to better target music buyers, as well as track multimedia ad campaigns. Prime Response said the program was built to allow companies to make quick ad campaign adjustments and would also let Warner Music Group Web sites feature up-to-date music news. Financial terms were not disclosed.

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