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":"1ac191c7e65ba1332eeb00f4ee6dfd33","s":"d23f78b691736678"}
