Description : Annotation Highly-degreed business consultants discuss the rationale for, and particulars of, developing a business plan specifically for the international market. Includes sample business plans for diverse type ventures, sample forms, and a glossary. Lacks an index. Annotation (c)2003 Book News, Inc., Portland, OR (booknews.com).
Description : "The second edition of this great book brings a wealth of updates and insights into international advertising. Barbara Mueller has a knack of drawing you in so that you find yourself unable to put each chapter down. One of the great strengths of the book is that it provides context, be it historic, societal or marketing, along with considerable depth of knowledge."---Douglas West, University of Birmingham --