<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0186-1042</journal-id>
<journal-title><![CDATA[Contaduría y administración]]></journal-title>
<abbrev-journal-title><![CDATA[Contad. Adm]]></abbrev-journal-title>
<issn>0186-1042</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Facultad de Contaduría y Administración]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0186-10422016000200243</article-id>
<article-id pub-id-type="doi">10.1016/j.cya.2015.12.003</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Elementos de la estrategia de marketing y su efecto sobre la participación de mercado en la industria chilena]]></article-title>
<article-title xml:lang="en"><![CDATA[Elements of marketing strategy and its effect on market share in chilean industry]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mardones Poblete]]></surname>
<given-names><![CDATA[Cristian Alejandro]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gárate Sepúlveda]]></surname>
<given-names><![CDATA[Cristián Enrique Sebastián]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Concepción  ]]></institution>
<addr-line><![CDATA[Concepción ]]></addr-line>
<country>Chile</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2016</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2016</year>
</pub-date>
<volume>61</volume>
<numero>2</numero>
<fpage>243</fpage>
<lpage>265</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0186-10422016000200243&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0186-10422016000200243&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0186-10422016000200243&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: En este estudio se analiza cómo los elementos de la estrategia de marketing afectan la participación de mercado. Para ello, son utilizados datos de la Encuesta Nacional Industrial Anual (ENIA) realizada anualmente en Chile entre el año 2000 y 2012. Al aplicar el método de pseudopanel con datos de establecimientos industriales chilenos, se concluye que la participación de mercado es afectada por la pertenencia a determinado sector económico más que por variables asociadas al marketing. Por lo anterior, se decide realizar nuevamente el análisis por sector industrial, encontrando impactos estadísticamente significativos de las variables de marketing en algunos sectores. En particular, el gasto en publicidad y promoción tiene un efecto positivo sobre la participación de mercado para un 45% de los sectores económicos analizados, y además, es la variable de marketing que genera un mayor impacto en la participación de mercado.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Participación de mercado]]></kwd>
<kwd lng="es"><![CDATA[Pseudopanel]]></kwd>
<kwd lng="es"><![CDATA[Marketing]]></kwd>
<kwd lng="en"><![CDATA[Market share]]></kwd>
<kwd lng="en"><![CDATA[Pseudo-panel]]></kwd>
<kwd lng="en"><![CDATA[Marketing]]></kwd>
</kwd-group>
</article-meta>
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