The authors in this volume present a new point of view related to research methods and techniques in public relations and advertising. The book seeks to provide

A practical, highly accessible guide for novice researchers conducting qualitative research in public relations and marketing communications, this book guides t

Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the u

This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build stron

Reputation is becoming an imperative business function that influences strategic decisions including the direction of a business plan and how an organization sh