TRADE MARKETING TOOLS IN THE MARKETING ACTIVITIES OF AN ENTERPRISE

Introduction. In modern conditions of the market economy, the importance of trade marketing in the marketing activities of the enterprise is increasing. First, they face tough competition, which forces them to look for new ways to increase sales and win consumer loyalty. Secondly, now consumers are demanding, have access to a wide range of information and are resistant to traditional advertising, and trade marketing, which uses direct influence on the consumer at the point of sale, allows to more effectively convey to the consumer information about the advantages of products and stimulate to shopping Thirdly, trade marketing is constantly developing, new tools, technologies and work methods appear, and in order to be competitive, companies need to constantly update their knowledge of this field.