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":"8e22673bf2a6ca91ee7b57decbd2cac1","s":"951887c174714075"}
