Columns
July 29, 2014
Thomaï Serdari is adjunct associate professor of marketing at New York University’s Leonard N. Stern School of Business
By a Luxury Daily columnist
{"ct":"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","iv":"8d9f229a3ab7b02f5ad0f1219f8d06c0","s":"e89bae679bae5071"}
Share your thoughts. Click here