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Contaduría y Administración ISSN: 0186-1042 [email protected] Universidad Nacional Autónoma de México México Mardones Poblete, Cristian Alejandro; Gárate Sepúlveda, Cristián Enrique Sebastián Elementos de la estrategia de marketing y su efecto sobre la participación de mercado en la industria chilena Contaduría y Administración, vol. 61, núm. 2, 2016, pp. 243-265 Universidad Nacional Autónoma de México Distrito Federal, México Available in: http://www.redalyc.org/articulo.oa?id=39544252003 Abstract 244 C.A. Mardones Poblete, C.E.S. Gárate Sepúlveda / Contaduría y Administración 61 (2016) 243–265 Abstract This study examines how the elements of marketing strategy affect market share. To do this, data from the Annual National Industrial Survey (ENIA) conducted annually in Chile between 2000 and 2012 are used. By applying the method of pseudo-panel with Chilean industrial establishments’ data, we conclude that market share is affected by the membership of a particular economic sector rather than variables associated with marketing decisions. Therefore, we decided to perform again the analysis by industrial sector, finding statistically significant impacts of marketing variables in some sectors. In particular, spending on advertising and promotion has a positive effect on market share to 45% of the analyzed economic sectors and also it is marketing variable that generates a greater impact on market share. Keywords Market share, Pseudo-panel, Marketing. How to cite Complete issue More information about this article Journal's homepage in redalyc.org Scientific Information System Network of Scientific Journals from Latin America, the Caribbean, Spain and Portugal Non-profit academic project, developed under the open access initiative