Apple 2.0

Covering the business that Steve Jobs built

Chart of the Day: Samsung's galactic marketing budget

November 29, 2012: 1:56 PM ET

It's bigger than than Apple, HP, Dell, Microsoft and Coca Cola's combined

Source: Asymco. Click to enlarge.

FORTUNE -- One of the reasons Samsung's Galaxy smartphones and tablets seem to be everywhere these days may be that the company is spending a fortune -- nearly $12 billion a year, according to Asymco's Horace Dediu -- on advertising, commissions and sales promotions.

Dediu estimates that Samsung now spends more on marketing its mobile devices than Apple (AAPL), HP (HPQ), Dell (DELL) Microsoft (MSFT) and Coca Cola (KO) combined spend on all their products.

That last one is particularly surprising, Dediu writes, because  the primary cost of selling Coke is advertising. See The cost of selling galaxies.

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Philip Elmer-Dewitt
Philip Elmer-DeWitt
Editor, Apple 2.0, Fortune

Philip Elmer-DeWitt has been following Apple since 1982, first for Time Magazine, and now on the Web for

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