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":"f6a49b73961029e613d46c1537a4dc7d","s":"565564b398cd79e8"}