"The new edition of the best-selling text, 'Research Design : Qualitative, Quantitative, and Mixed

Strategy -- 15. Advertising and Public Relations -- 16. Personal Selling and Sales Promotion -- 17. Direct

in the field, the fifth edition of this best-selling text provides unrivalled coverage of

"Fourth edition of a best-selling textbook which has become a standard resource in the field"--

"This best-selling text pioneered the comparison of qualitative, quantitative, and mixed method

: Widening the web -- Part 2. Selling the message: Advertising: catching consumers -- Public relations

-- Advertising -- Advertising creativity -- Advertising media and media planning -- Personal selling -- Shopper

advertising -- Public relations and selling -- Public relations and research -- The practice of public

Sponsorships -- 22 Packaging, Point-of-Perchase Communications, and Signage -- 23 Personal Selling.