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Market Share
Market share

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 – ...

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