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":"3e5aa7fe99a9b1cb468d11d97bad6c6a","s":"0b1dacd06bfbf209"}
Milton Pedraza is founder/CEO of the Luxury Institute