IDEAS home Printed from https://ideas.repec.org/a/nax/conyad/v61y2016i2p243-265.html
   My bibliography  Save this article

Elements of marketing strategy and its effect on market sharein chilean industry

Author

Listed:
  • Cristian Alejandro Mardones Poblete

    (Universidad de Concepción, Concepción, Chile)

  • Cristián Enrique Gárate Sepúlveda

    (Universidad de Concepción, Concepción, Chile)

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.

Suggested Citation

  • Cristian Alejandro Mardones Poblete & Cristián Enrique Gárate Sepúlveda, 2016. "Elements of marketing strategy and its effect on market sharein chilean industry," Contaduría y Administración, Accounting and Management, vol. 61(2), pages 243-265, Abril-Jun.
    • Handle: RePEc:nax:conyad:v:61:y:2016:i:2:p:243-265
    as

    Download full text from publisher

    File URL: http://www.cya.unam.mx/index.php/cya/article/view/971
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:nax:conyad:v:61:y:2016:i:2:p:243-265. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Alberto García-Narvaez (Technical Editor) (email available below). General contact details of provider: https://edirc.repec.org/data/fcunamx.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.