Material Selection

There is a great deal of literature on the topic of material selection in marketing.

This literature can be divided into two main categories: theory-based and empirically-based.

Theory-based literature tends to focus on theoretical concepts and how they might apply to material selection, whereas empirically-based literature tends to focus on empirical studies that examine how different materials or marketing campaigns affect consumer behavior.

One of the most influential theorists on material selection in marketing is Douglas McGregor.

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