Channels and tools
Trade marketing is the business-to-business branch of marketing through which manufacturers and suppliers promote their products to retailers, wholesalers and distributors.
It aims to raise demand at retailer level, so that the retailer stocks the product, gives it space and pushes it towards the consumer, through trade agreements, point-of-sale materials, staff training and joint promotions. It grew with large-scale retail, when bargaining power moved from brands to the chains that control the shelf; it differs from retail marketing, in which the retailer works on the consumer.
An example
A cosmetics manufacturer pays for the display stand in a pharmacy and trains the counter staff on the new line.
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