Book excerpt: The Business of Choice: Marketing to Consumers’ Instincts
Posted By a Luxury Daily columnist On In Columns,Featured,Opinion | No 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","iv":"e4e3fcaf6cfdc1117fcfdd772e646a0b","s":"e9c4fd473ba7d33a"}