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":"2977619f04584ff8f6c75a58a8935222","s":"f3797c7f293612cd"}
