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Harvard Business Review: Making the most of your marketing
Marcel Corstjens and Jeffery Merrihue
Douglas WestUniversity of Westminster
Samsung faced a complex challenge selling its 14 product categories in more than 200 countries across over 450 categorycountry combinations. Where was it wasting money on marketing, and where could its resources be put to better use? Questions such as how potential sales of DVD players in the US compared with those in Japan could not be answered. It was with these kinds of questions in mind that Samsung set about developing its MNet.
The MNet was an...