Eric Kim; Samsung Electronics.(Special Report: Global Players)(Interview)

Advertising Age,  January, 2004  

Tags: Samsung Electronics Co. Ltd.

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Byline: Normandy Madden

[Seoul] Eric Kim has transformed Samsung Electronics from a dowdy marketer of microwave ovens into a sleek digital innovator that can take on global rivals like Japan's Sony Corp.

When Mr. Kim, 49, joined the South Korean conglomerate as exec VP-global marketing operations in 1999, Samsung made decent products but lacked a cool brand image and suffered from being fragmented across product lines and markets.

"Marketing was viewed as a distant activity'' behind technology, says Mr. Kim. "I established a single brand strategy for the company ...

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