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Samsung: Experimental Marketing Driving Business Growth

October 16, 2010

Executive Summary

Ralph Santana, senior vice president and chief marketing officer, Samsung Electronics North America, discussed how Samsung is working to meet its goal of attaining $400 billion in revenue by 2020. To do this, they believe that they need to infuse cultural meaning into their brand and then reach the masses within that cultural context. They want people to desire their brand, not just because it represents the best products, but because the brand is consistent with what they care about. The challenge to this, of course, is that culture is always changing.

Speaker: Ralph Santana, Senior Vice President and Chief Marketing Officer, Samsung Electronics North America

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Source

"Samsung: Experimental Marketing Driving Business Growth." Ralph Santana, Senior Vice President and Chief Marketing Officer, Samsung Electronics North America. ANA Masters of Marketing Annual Conference, 10/16/10.

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