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":"779a9fe92f6a86a0481fbd0abb92e59d","s":"f949164c799ead1e"}
Milton Pedraza is founder/CEO of the Luxury Institute