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GEA |
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Unlike other conglomerates, GEA was born in the 1970s out of a defensive gesture by larger companies in Antioquia, one of Colombia's wealthiest states. GEA produces "Linea EDP" magazine for the enterprise IT market, "Computer Dealer & VAR," a monthly for the value added channel enterprises, "Reseller Business" for IT and electronics buyers in chain and specialized retail operations, and "PCOpen," a consumer technology magazine. The Solution: GEA and its research partner, Delahaye, began to explore how the measurement data Delahaye compiled for the company monthly and quarterly--particularly Delahaye's Weighted Impact & Net Effect method (a proprietary formula for distilling PR effectiveness into a single score for the purposes of evaluating and planning PR programs)--could help accomplish this goal. |
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