Abounding luxury myths affecting brand performance
Posted By a Luxury Daily columnist On In Columns,Featured,Industry sectors,Marketing,Opinion | No 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","iv":"61311b3374b755bd9d51d87c02c00e88","s":"ab3dd853b2d71341"}
Milton Pedraza is founder/CEO of the Luxury Institute