Abounding luxury myths affecting brand performance
Posted Bya Luxury Daily columnistOn In Columns,Featured,Industry sectors,Marketing,Opinion | No 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","iv":"24b3f6f7ab1bf8bbc5987fc50dc3f10c","s":"034df125cfa61cef"}
Milton Pedraza is founder/CEO of the Luxury Institute