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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.
National Change of Address (NCOA), Asset-led marketing, Social audit, Perfect competition, Conversion rate , Industrial marketing, Models (or marketing models), Social marketing, Latent demand, Four Ps, Non-profit marketing, Internal Customers, Territory, Viral marketing, Creatives,