Trade marketing encompasses all marketing activities carried out or financed by a manufacturer in collaboration with distributors, with the aim of improving visibility, profitability, and better meeting consumer expectations. Initially developed in mass retail, this field now extends to e-commerce and includes logistical aspects, such as supply chain optimization, as well as marketing activities like merchandising, participation in in-store events, and presence in promotional materials. These initiatives often involve a close partnership between manufacturers and distributors, sometimes with financial contributions from suppliers.