Trade marketing
Trade marketing is the discipline that brings manufacturers and retailers together to improve how products are stocked, displayed and sold at the point of sale
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
Its main audience is not only the end shopper but the channel itself: retail chains, shops and wholesalers. It covers range and shelf-space agreements, joint promotions, point-of-sale materials, merchandising and sell-out analysis by store.
It differs from shopper marketing, which focuses on how people behave while buying in store, and from merchandising, which is one of its tools. It now also extends to digital channels, such as product listings and visibility on retailers’ online stores.
Also known as
Channel marketing
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