Using qualitative research in advertising : strategies, techniques, and applications
This second edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands. Using a step-by-step approach created for students considering advertising careers and for those currently working in the advertis...
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Bibliographic Details
| Main Author: |
Morrison, Margaret A.
(Author) |
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| Format: | Book
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| Language: | English |
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| Published: |
Thousand Oaks, California :
SAGE ,
c2012
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| Edition: | 2nd ed |
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| Subjects: | |
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