EBK PRINCIPLES OF MARKETING
16th Edition
ISBN: 9780133850697
Author: Kotler
Publisher: VST
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Chapter 18, Problem 18.4DQ
Summary Introduction
To discuss: About the strategies that are adopted by market challengers and their advantage over market leaders.
Market challenger is a firm which is fighting hard to increase their market share in respective industry. They can challenge the competitors and the market leader in an aggressive bit for market share.
Market leader is a firm which is having highest market share or which holds highest market share in an industry.
The strategies adopted by market challengers are explained in below.
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