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The strategy designed to bring about the changes in customers' beliefs, attitudes and behaviours caused by sales and marketing activity to increase a company's sales and market share. One favoured strategy to penetrate a market is to gain a rival company's customers. Alternatively, appealing to non-users of a product or persuading current customers to purchase more of the product/service, by advertising increase.
See also:
Marketing strategy
Market penetration
Market penetration pricing
Greying, leisured, affluent, middle-aged (GLAM), Cartel, Demographics, Market niche, Repositioning, Monopoly, Brand revitalisation, Narrowcasting, Positioning, Corporate strategy, Drivers, Global marketing, Relative market share, Market penetration, Boston matrix,