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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.
Viral marketing, Direct mail, Below the line , Subscriber list, Click tracking, Behavioural targeting, Perfect competition, International marketing, Brand management , Marketing information, Competitor analysis, Background, i-Coach, Offensive marketing, Deduping,