La relación existente entre el trade marketing, los canales de distribución y el incremento de las ventas
Buitrago, Elba María
This monograph is based on the conceptual review of terms associated with Trade Marketing, in order to present this concept, within the Colombian business context, as a tool that allows generating added value within the point of sale, based on the relationship manufacturer-distributor, as strategic allies. The subject is covered, from a marketing perspective, directly related to distribution channels, where organizations and their intermediaries work together to optimize their sales and increase their profitability. In this way, it seeks to determine the relationship between distribution channels, Trade Marketing strategies and increased sales, recognizing the proper way to integrate these three concepts, in order to invite Colombian companies to use strategies of this type, moving from a competitive relationship between manufacturer and distributor, to one of cooperation.