This book is about the methods used for unifying different scientific theories under one all-embracing theory. The process has characterized much of the history of science and is prominent in contemporary physics; the search for a 'theory of everything' involves the same attempt at unification.  Meer

This book is about the methods used for unifying different scientific theories under one all-embracing theory. The process has characterized much of the history of science and is prominent in contemporary physics; the search for a 'theory of everything' involves the same attempt at unification.  Meer

The Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands.  Meer