Columns
September 13, 2017
Raphaëlle Butori is associate professor in the marketing department at the ESSEC Business School
{"ct":"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","iv":"2f6ea716be32b80e4514519ce1a0b459","s":"9025bf54dd0967ab"}
Share your thoughts. Click here