Campaigning is a competitive endeavor that takes place in an arena of challengers and leaders attacking and defending their respective market share. As a leader I will engage in campaigns to defend or expand my market share. As a challenger I am continually battling other challengers and the market leader for market share. Whether campaigning for a new customer, opening a new market, establishing a new territory, or defending a franchise product line, the interplay of challengers and leaders attacking and defending each others market share will always be present.
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