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What is share marketing

Share marketing, also known as stock market or equity market, refers to the buying and selling of shares or stocks of publicly traded companies. It is a vital component of the global financial system, providing companies with access to capital and investors with opportunities to participate in the growth of businesses.

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Introduction to Share Marketing

Share marketing involves the exchange of ownership in companies through the buying and selling of shares. These shares represent a portion of ownership in a company and entitle the shareholder to certain rights, such as voting at shareholder meetings and receiving dividends when the company distributes profits.

History and Evolution

The concept of share marketing dates back centuries, evolving from informal gatherings of traders to organized exchanges such as the New York Stock Exchange (NYSE) and NASDAQ in the United States, and the London Stock Exchange (LSE) in the United Kingdom. These exchanges facilitate the trading of stocks in a regulated environment, ensuring transparency and fairness.

Key Players in Share Marketing

1. Investors:

Investors include individuals, institutional investors (such as mutual funds and pension funds), and hedge funds. They buy shares with the expectation of capital appreciation or dividend income.

2. Companies:

Companies issue shares to raise capital for expansion, research, development, or other business activities. Publicly traded companies must comply with regulatory requirements and provide financial disclosures to shareholders and the public.

3. Regulators:

Regulatory bodies, such as the Securities and Exchange Commission (SEC) in the United States or the Financial Conduct Authority (FCA) in the UK, oversee share markets to ensure fair practices, protect investors, and maintain market integrity.

4. Intermediaries:

Intermediaries include stockbrokers, investment banks, and trading platforms that facilitate the buying and selling of shares on behalf of investors. They provide essential services like order execution, market research, and investment advice.

Mechanisms of Share Marketing

1. Primary Market:

In the primary market, companies issue new shares through initial public offerings (IPOs) or rights issues. Investors purchase these shares directly from the company, providing capital for corporate activities.

2. Secondary Market:

The secondary market, commonly known as the stock market, is where existing shares are bought and sold among investors. Prices are determined by supply and demand dynamics, influenced by factors such as company performance, economic conditions, and investor sentiment.

Investment Strategies and Risks

1. Investment Strategies:

Investors employ various strategies, such as value investing, growth investing, and technical analysis, to identify undervalued stocks or capitalize on market trends.

2. Risks:

Share marketing involves risks, including market volatility, economic downturns, and company-specific risks. Investors may also face regulatory changes, geopolitical events, or unexpected developments affecting stock prices.

Market Efficiency and Information

The efficient market hypothesis suggests that stock prices reflect all available information, making it difficult for investors to consistently outperform the market. However, debates continue regarding market efficiency and the impact of information asymmetry on investor decision-making.

Globalization and Technological Advancements

Advancements in technology, such as electronic trading platforms and algorithmic trading, have transformed share marketing, enhancing market liquidity and accessibility for global investors. Cross-border investments and international listings have also increased, contributing to market integration and diversification opportunities.


Share marketing plays a pivotal role in the global economy, facilitating capital allocation, wealth creation, and corporate governance. Understanding its mechanisms, participants, and dynamics is essential for investors seeking to navigate the complexities of financial markets and make informed investment decisions.

This overview provides a comprehensive introduction to share marketing, highlighting its historical evolution, key players, investment strategies, risks, and the impact of globalization and technology. As an integral component of the financial system, share marketing continues to evolve, influenced by economic trends, regulatory developments, and technological innovations.

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