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A company already holding a major share in the market and competing with the current market leader.
Typically a market challenger is a company competing intrusively to advance its market share, as opposed to a market follower; that is seeking only to maintain its market share. However companies may work to avoid overtly direct competition by cultivating a market niche.
Shelf life, Segmentation strategies, Cause-related marketing , Internal marketing, Product differentiation, Social marketing, Marketing myopia, Offensive marketing, Spam, Territory, Channel strategy, Opportunities to hear (OTH), Direct mail, Marketing acronyms, e-Marketing,