Columns
September 26, 2017
Sonja Prokopec is LVMH chaired professor in the marketing department at the ESSEC Business School
{"ct":"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","iv":"c399e2e55279e725c1510a4f74746d7b","s":"57355b29f22d8956"}
Share your thoughts. Click here