Trade marketing management in the company

Abstract

The object of research is the trade marketing activities of companies. The subject of research includes the theoretical-methodological and practical principles for the formation of trade marketing activities of companies in modern conditions. The purpose of the master's thesis is to generalize the theoretical foundations of trade marketing organization, analyze current practices in the formation of trade marketing activities, and identify ways to improve this area by systematizing existing proposals and approaches. Based on the results of the research, theoretical and practical provisions were formulated, and the author developed specific proposals for improving the trade marketing system at the enterprise. These proposals include the introduction of innovative tools and methods to enhance the efficiency and effectiveness of trade marketing campaigns. Particular attention is given to refining diagnostic systems for evaluating trade marketing activities and creating more impactful employee motivation programs within the trade marketing department. The obtained results can be utilized in developing methodological frameworks for building an effective trade marketing system for enterprises. These results are particularly valuable for AB INBEV EFES UKRAINE PJSC and can also serve as a foundation for other companies seeking to enhance their trade marketing activities.