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Biography of an Idea: The Founding Principles of Public Relations by Edward L. Bernays

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chapter 24

JACQUES SELIGMANN AND COMPANY

Pierre Cartier had at his command strategies and tactics that enabled him to sell million-dollar pearl necklaces to customers. Germain Seligmann, head of Jacques Seligmann and Company, international art dealers, introduced me to a new world of persuasion, in which his units of sale were Old Masters priced at hundreds of thousands of dollars each.

French-born Germain Seligmann had been brought up in an atmosphere of art and francs. He too looked like a French diplomat, suave, impeccably dressed, his coat and trousers tighter than the current taste. His courtly expression and bristling mustache did not conceal his basic hardness. His politeness partially concealed an implacable and ferocious ego, which his ...

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