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This book proposes to discuss the stage of development of the Trade Marketing activity in Brazil through a light and dinamic reading. It proposes exactly the democratic debate as a driving force for the Trade evolution without claiming to be conclusive. For this reason, it brings together the opinion of experienced Trade Marketing professionals, an exclusive survey conducted with some of the most relevant Brazilian companies in several segments and finally the testimony of professionals and students of all levels about their knowledge and experiences in this activity.

Get ready to immerse yourself in this fascinating universe called Trade Marketing, an absolutely interesting and indispensable immersion for professionals who want to expand their technical knowledge and point of view regarding the essential issues surrounding the activity in Brazil.

Reading for all business professionals, especially those focused on Trade, Marketing and Sales. This book presents points of view about current discussions surrounding Trade Marketing.


Based on articles and author interviews as well as using a provocative and close to colloquial speech, without the classic characteristics of the academic literature, each point of view includes update notes, glossary and advanced questions to analysis. This books is an indispensable reading for professinals who wish develop their own point of view in a consistent, technical and pratical basis.

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