Trade Marketing

The definition of "Trade Marketing" is commercial operations or merchandising practised jointly by a vendor or manufacturer and a distributor.

Monday, March 19, 2012

An Analysis of the concept appears in the online newspaper Mercadeo.com:

We, similar to highly respected authors, prefer to call it shared merchandising, rather than trade marketing, although this term is used widely.

This is one of the many concepts that have come packaged from the U.S., and have been accepted as valid, without even being translated into Spanish.

Trade marketing is the clear result of the concentration of distribution in developed countries, in the hands of a few operators, which increases their bargaining power. It is not really marketing in the true sense of the word, but more of a business philosophy.

Most times it is simply promotional campaigns, reserved for a company. The joint arrangements can be highly variable and tailored in each case to the specific circumstances of the promotion.



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