%0 Journal Article %T TRADE MARKETING NO SETOR DE LOJAS DE CONVENI¨ºNCIA %A Victor Manoel Cunha de Almeida %A Leonardo Siano Penna %A Gilberto Figueira da Silva %A Fl¨¢via D'Albergaria Freitas %A Leonardo Siano Penna %A Gilberto Figueira da Silva %A Fl¨¢via D'Albergaria Freitas %J Revista de Administra£¿£¿o de Empresas %D 2012 %I Funda??o Get¨²lio Vargas %X This paper aims to describe the motivations for the adoption of trade marketing in convenience stores, as well as its attributions and functional position in the organizational structure. We chose the multiple case study method approach in order to study the motivations and practices of four convenience store chains and five manufacturers. Results indicate that the existence of a formal trade marketing area does not per se ensure collaboration between manufactures and convenience store chains. Trade marketing activities are developed and negotiated with franchisors, but the execution takes place at the franchisee level. It is, in fact, a triadic relationship that encompasses the manufacturer, the franchisor of the convenience stores and its franchisees. %K Trade marketing %K convenience store %K franchisor %K franchisee %K fast moving consumer goods %U http://rae.fgv.br/sites/rae.fgv.br/files/artigos/10.1590_0034-7590201200600005.pdf