Glossary
Trade Marketing
Trade marketing is the set of activities that target the distribution channel rather than the end consumer: retailer, wholesaler, and distributor. Trade promotions, shelf placement, and channel incentive programs are among its tools.
Also called بازاریابی تجاری
In FMCG, the trade-marketing budget is usually one of the largest cost items and, in many companies, has the least transparency on return. The main reason is measurement difficulty: without a correct baseline and without measuring cannibalization, you cannot say whether a program worked.
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