3 things new luxury brands can teach established marketers
Posted By a Luxury Daily columnist On In Columns,Editor's Choice,Featured,Opinion | No 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","iv":"2985cc65814da2f5705344bbf1847120","s":"539d6df4675d5123"}
Jasmine Bina is president of Concept Bureau