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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.
Database marketing, Maturation, Buzz, Customer service programme, Marketing concept, Field marketing, Global marketing, Latent demand, e-Commerce, Social audit, Skimming, Grey marketing (also called parallel importing), Territory, Ansoff Matrix, Background,