VWR International: Synergy in Action

Prospecting: Having a large sales force that keeps in personal touch with customers is valuable. Leads are qualified before they’re added to the VWR mail list. In addition, VWR exhibits at major scientific trade shows and advertises in relevant magazines and journals.

While the VWR tome appears to flout the current rules of cataloging by reverting to the 19th-century model, in fact today’s rules still are followed. Copy, design, inventory management, use of special offers, splashy announcements of new products, slicing and dicing the housefile to create specific catalogs and offers to vertical segments—all are practiced by VWR. In short, this company is an ideal model for 21st-century b-to-b catalog marketing.