But it is not just the devices - marketing has an equally important role in Samsung’s success as the company spent a mind-boggling $11 billion on marketing, nearly ten times more than it spent on R&D in 2012 (it was $1.06 billion for R&D).
All of that spending came despite the ‘thermonucleal’ legal war going on when Samsung knew it could suffer financially if Apple won.
“Samsung’s focus on marketing was the main reason the company was so successful last year,” an anonymous source inside Samsung said.
Moreover, this marketing warfare is not likely to stop as long as the Galaxy device continue selling well. “With its strategic Galaxy S3 and Galaxy Note smartphones selling tens of millions, the company doesn’t care too much about allocating a gigantic marketing budget," the Samsung source added.
source: Korea Times
Earlier estimates of Samsung marketing spending.