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":"e438121096b13445e0f6fc97030582e7","s":"6cb093ffab6ff3cb"}
