The discipline of marketing draws heavily on viewpoints, concepts and methodologies originating outside its own field of study. As a fairly mature discipline, it can contribute to the development of emerging areas of study as well as benefiting from the new perspectives such new areas bring to...

The process of gaining market share is examined to determine the extent of inferential inter-relationships between market share and four widely used performance targets: ROI, profit, corporate image, and sales volume. The associations were determined by multiple regression analysis. The findings...