Abounding luxury myths affecting brand performance
Posted Bya Luxury Daily columnistOn In Columns,Featured,Industry sectors,Marketing,Opinion | No 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","iv":"c6578b4232c89c2798f3d43dafc39b22","s":"44ba7362f5d0082e"}
Milton Pedraza is founder/CEO of the Luxury Institute