Best in brief: Making the most of your marketing

Jeffrey Merrihue and Marcel Corstjens

Reviews 'Making the most of your marketing', an article by Marcel Corstjens and Jeffrey Merrihue published in the Harvard Business Review.

best in brief

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...

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