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A product moves through the supply chain from manufacturer to distributor to customer. It has worked that way for ages and will continue to do so for many more. Catalog content and product information should also flow along the same path, but often this information is poorly developed, incorrect, or simply insufficient for the customer's needs. There has been a push to improve and enhance the product information, and the call is coming back up the supply chain from your customer. They now demand excellent and fully descriptive product information seamlessly from the manufacturer or distributor. How do distributors relay that demand back to their manufacturers? How do manufacturers respond? The tools are in place with the Data Management Platform (DMP) and the UNSPSC-based Electrical Attribute Schema. Let's take a look at how a manufacturer and distributor can use the tools to successfully meet this emerging customer need.