Book excerpt: The Business of Choice: Marketing to Consumers’ Instincts
Posted Bya Luxury Daily columnistOn In Columns,Featured,Opinion | No 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","iv":"52dd7faf26dcd89ed5ab7f505d5ae5ee","s":"abeef20115a7f650"}