On the occasion of the recent grand opening of the Yves Saint Laurent museums in Paris and Marrakech, Morocco, Aurélie Tennerel, head of media relations at the ESSEC Business School, spoke with the institution’s marketing professor, Delphine Dion, about what this move means for the Saint Laurent Paris brand. This was part of an ESSEC Knowledge Live initiative.
{"ct":"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","iv":"dec250864e31436d7c5996591e92840c","s":"19bc374e648430a8"}