Marketing or Promotional activities undertaken to promote a new product, increase sales of existing products, expand market share or create brand awareness.
The word Trade Promotion encompasses virtually all forms of Product Promotion and Demand Creation.
Trade shows, special pricing, sales incentives, discounted or free display fixtures, demonstrations and freebies such as tickets to sporting events, movies or novelties (pens, paperweights, calculators), etc are few examples of promotional activities.
Trade Promotion Management is management of promotional activities by effectively planning, executing and analyzing them.
Trade Promotion over the years has grown into beast that needs to be tamed and properly managed. Hence the need for best practices and tools that help take right decisions leading to effective dollar spend.