- Subject index
The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.
The concept of market share falls into three sections: overall share of the market as compared with competitors, share of wallet (i.e. share of the target consumers' total expenditure) and share of voice (the measure of a company's advertising expenditure compared with competitors).
For most marketers the key measure tends to be overall market share compared with competitors. The point of measuring market share is to see how effective competitive strategies are: if share is increasing, the strategy is working, whereas if share is falling the competitors are using more successful approaches. Note that growth in sales does not necessarily mean increasing market share – ...