Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Document 8556218
Document related concepts
Grey market wikipedia , lookup
First-mover advantage wikipedia , lookup
Affiliate marketing wikipedia , lookup
Darknet market wikipedia , lookup
Market segmentation wikipedia , lookup
Marketing communications wikipedia , lookup
Product planning wikipedia , lookup
Market analysis wikipedia , lookup
Multi-level marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Sports marketing wikipedia , lookup
Neuromarketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Marketing channel wikipedia , lookup
Target audience wikipedia , lookup
Market penetration wikipedia , lookup
Youth marketing wikipedia , lookup
Bayesian inference in marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Marketing research wikipedia , lookup
Direct marketing wikipedia , lookup
Sensory branding wikipedia , lookup
Segmenting-targeting-positioning wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Marketing plan wikipedia , lookup
Green marketing wikipedia , lookup
Advertising campaign wikipedia , lookup
Street marketing wikipedia , lookup
Target market wikipedia , lookup
Multicultural marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Transcript
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
