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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.
Electronic point of sale (EPOS) system, Export marketing, Internal marketing, Labelling, Brand management , Clip or Clipping, Fax Preference Service (FPS), Hard sell, Maturation, Ladder of loyalty, Customer service, Social audit, Blanket coverage, Relationship marketing, e-Marketing,