Columns
September 26, 2017
Sonja Prokopec is LVMH chaired professor in the marketing department at the ESSEC Business School
{"ct":"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","iv":"d26ee0ae0beba91fe144cd487ec349d5","s":"789eef08379b1da3"}
Share your thoughts. Click here