Digital Assets - Dividing the Labor (1,077 words)

To market its 400,000 SKUs via two main catalogs, several specialty catalogs and on the Web, many hands are at work.

At VWR, a marketing manager chooses products for each publication. Then, a traffic coordinator in the publications department schedules products for release into a publication cycle. Next, a writer produces descriptive copy blocks and checks these with the respective supplier (of which there are more than 2,500). Then a photo coordinator steps in to gather the necessary art—the system helps track the photos, since some SKUs have more than one.