How to decompose market share: VIDEO

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Market share can be decomposed into three components, namely:

  • Penetration Share
  • Share of Customer
  • Usage Index

The following video explains how these three components work together to calculate overall market share.

About The Author

Geoff is a highly experienced marketing lecturer, a published textbook author, and has had an extensive corporate career in marketing. He has taught marketing at all levels for more than 20 years across ten different Australian universities, and has held senior marketing roles at six firms, primarily in the financial services sector.
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