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":"259214646e4999cca44cb1f78dc0ff93","s":"efd47f02ea188ce5"}
