Marketing
December 8, 2020
Tens of millions of Americans are cutting cable cords, which puts pressure on luxury brands to slightly switch marketing tactics. Image credit: Bang & Olufsen
By Ellen Kelleher
Luxury brands have to reassess how they reach affluent audiences in the United States as new data show the pandemic has dramatically accelerated the shift to streaming.
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","iv":"978f514982db1aab192556b0106da991","s":"2319c9fda92a9478"}
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