通路行销（Trade marketing）指的是制造业公司内部，一个负责通路企划的单位。

工作内容主要是透过对流通业者之定位了解及整体通路分析，发展通路别之品牌策略，让行销策略可以充份实现在卖场。通路策略包括了铺货、陈列、价格及促销等4个构面。

通路行销为随着国际流通业在台湾之发展扩大，逐渐形成之新概念。因此在日用消费性用品业界，目前有此一单位的公司皆以大公司较多。在公司组织内部定位介于「品牌行销（Brand marketing）」及「Sales force」之间，负责转换品牌策略成不同型态的流通业客户计划。

Trade marketing is a discipline of marketing that relates to increasing the demand at wholesaler, retailer, or distributor level rather than at the consumer level. However, there is a need to continue with Brand Management strategies to sustain the need at the consumer end. A shopper, who may be the consumer him/herself, is the one who identifies and purchases a product from a retailer. To ensure that a retailer promotes a company's product against competitors', that company must market its product to the retailers as well. Trade marketing might also include offering various tangible/intangible benefits to retailers. The alignment of sales and marketing discipline to profitability can be another explanation for trade marketing.