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":"db498a08c7c01ea8548ea73804df70b9","s":"9d29dac6632a7c7e"}
