Somehow this escaped my normally eagle eyes when it comes to all things market share. Seems as if Richard Miniter, who has an impressive career writing about the war on terror also wrote a book on market share. In it he:
skewers the sacred cow of market share and debunks the conventional wisdom that corporate profits rise as you grab more territory in the marketplace.
It's not about the size of your share but the value and trend of your share relative to your competition.
We measure this via market share vectors. More here on market share vectors.
John Moore's take on Miniter is here.
FOR MARKETING MANAGERS ONLY: Free 3-Day Pass to vSente's Armory - Tool, techniques, wizards and manuals. Create a more effective and accountable marketing organization. Convert your MARCOM department into a ROI driven revenue engine. Also, click the links for information on our campaigns and workshops.