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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.
Virtual community, Social media, Brand management , Narrowcasting, Marketing concept, Shelf life, Channel strategy, Affiliate marketing, Field marketing, Franchising, Guerrilla marketing, Internal marketing, Deduping, Socially responsible marketing, SWOT analysis,