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

By Philip Elmer-DeWitt
November 29, 2012

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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