We defined if it briefly we can say that it is marketing for the distribution channel. But trade marketing is much more that, since it supposes a new approach of the manufacturer to generate business obtaining that the distribution channel is put of its side and collaborates jointly in mutual benefit, that is to say, causing that their products are attractive for the channel.

One treats, therefore of an essential tool in the relation manufacturer-consumer, fruit of their close collaboration and that highly competitive surroundings as it is the one of great consumption becomes essential, since the concentration of the distribution, the war between channels, the evolution of the mark and the appearance of the unfaithful consumer become decisive factors that begin to mark the commercial relations of the 21st century.

The main assignments of trade marketing are to improve the rotation in the point of sale, to drive and to accelerate the sales by means of the planning and coordination of promotions, to develop merchandizing and to generate traffic building (to obtain that the consumer takes a walk by the establishment).