# Trade marketing: what it is and how it works · Zorraquino
> Trade marketing brings manufacturers and retailers together to improve how products are stocked, displayed and sold at the point of sale.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/trade-marketing.html

# 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.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## 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

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Merchandising](https://www.zorraquino.com/en/dictionary/digital-marketing/merchandising.html)
- [Marketing mix](https://www.zorraquino.com/en/dictionary/digital-marketing/marketing-mix.html)
- [Private label](https://www.zorraquino.com/en/dictionary/branding/private-brand.html)