Publications
Publications
- August 1984 (Revised October 1994)
- HBS Case Collection
Suave
By: Mark S. Albion
Abstract
Promotes discussion on advertising budgeting and media mix decisions in the shampoo market for low-priced, high-volume Suave. Provides various types of market research into consumer behavior and the competition context. The importance of retailers and shelf space is emphasized, and the entire marketing budget is examined.
Keywords
Citation
Albion, Mark S. "Suave." Harvard Business School Case 585-019, August 1984. (Revised October 1994.)