Author(s): Thiago Madruga, Silvio A. Minciotti, Edilson Gonçalves Teixeira
This study examines how trade marketing evolves from point-of-sale execution toward channel orchestration in experiential service markets. Although traditionally associated with consumer goods and manufacturer–retailer relationships, trade marketing remains underexplored in service-based, hedonic, and omnichannel contexts. Using Brazilian cinema exhibition as the empirical setting, the study analyzes how film distributors, cinema operators, digital sales interfaces, and in-theatre promotional resources jointly shape consumer decision-making. The research draws on semi-structured interviews with eight industry professionals, document analysis of digital sales interfaces, and direct observation in cinema environments. The findings develop an empirically grounded framework composed of three interrelated dimensions: collaborative coordination, experiential value creation, and omnichannel coordination. The article contributes to marketing and channel management research by conceptualizing trade marketing as channel orchestration: a capability for coordinating actors, touchpoints, promotional resources, service environments, and customer experience across interconnected physical and digital interfaces.