Keyword: «trade marketing»

The article is devoted to the research of category management as a modern marketing technologies management ideation. The author elaborates on the concept of "category management", "product cate-gory", the algorithm of a business process management product categories, as well as tactical decisions for product category in the components of the marketing mix.

The article reveals the value of consumer value in trade marketing as a result of integrated marketing interaction between a manufacturer, distributor and retailer; the structure of consumer value is defined and its characteristic is given.