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":"91923dc3c27a933708a4f07e3f9dadbe","s":"82b1b7a37af2ea64"}