'This is an interesting and engaging book about selling which finds the right balance between how to style guidance, with research, theory and background information. The authors have created an accessible contribution to sales literature by exploring the use of reflection and other transferable skills in a sales environment, and by furthermore reiterating the place of selling skills in all of our 21st century lives in the ways in which humans relate to one another. The thorough investigation of action research, and the connections this has to professional knowledge, identity and self-image is both useful and fascinating, as well as helpfully backed up with case studies and examples.' Ruth Helyer, Head of Workforce Development Team (Research & Policy), Teesside University, UK 'This is an exhilarating book. McDonnell and McNiff give us an enlightened and enlightening perspective on action research which is thoroughly modern. The text's modernity lies in its clarity of vision and future-orientation for professional practice in higher education. Drawing deeply on inter-disciplinary theories of practice, they challenge academics in business schools and education departments alike to embrace the democratisation of knowledge for 21st-century learning.' Jenny Naish, Dean of York St John Business School, York St John University, UK.