Standard Article

Market Share

Part 1. Marketing Strategy

  1. Derek N. Hassay

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01034

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Hassay, D. N. 2010. Market Share. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. University of Calgary, Calgary, Alberta, Canada

Publication History

  1. Published Online: 15 DEC 2010

Abstract

This article defines market share and demonstrates the revenue and unit approaches to calculating this, the most widely referenced marketing metric. The article also explores the theoretical relationship between market share and profitability. It concludes with a discussion of the limitations inherent with the metric and the challenges that these biases present to practitioners and researchers.

Keywords:

  • profitability;
  • PIMS;
  • market share;
  • served market