INTEGRATION OF TRADE MARKETING INTO THE COMPANY'S OVERALL MARKETING STRATEGY

The article is devoted to the study of the processes of integrating trade marketing into the overall marketing strategy of a company within a highly competitive market environment, which is characterized by dynamic changes in consumer behavior, digitalization of communication channels, and the growing importance of partnership relations in the distribution system. Trade marketing is viewed as a strategically significant component of the marketing system that ensures synergy between pull and push strategies, creating additional value for retail partners by stimulating sales and optimizing brand presentation. The study emphasizes the need to revise the organizational structure of the marketing department to enable effective integration of trade marketing, in particular through the creation of a dedicated functional unit responsible for interaction with retailers. The success of this integration depends on coordination between marketing and commercial departments, which is achieved through horizontal communication, joint planning of promotional activities, transparent pricing, and data analysis. Integration formats are classified into centralized, where trade marketing is subordinated to a unified brand strategy, and decentralized, which allows flexibility in working with trading partners. The article analyzes trade marketing tools such as merchandising, POS materials, trade promotions, and loyalty programs, which contribute to increased sales and enhanced loyalty among consumers and partners. Examples of successful integration by several international companies are presented, demonstrating the effectiveness of strategies tailored to point-of-sale specifics, digital transformation, and personalized promotions. At the same time, the study highlights the risks associated with data fragmentation, coordination challenges, and asymmetry of interests between manufacturers and retailers. The conclusions underline that trade marketing is not only a functional element but also an integrative platform that unites brand strategies, partner interests, and business goals, ensuring sales growth, strengthening market positions, and building competitive advantages.