Marketing
December 8, 2020
Tens of millions of Americans are cutting cable cords, which puts pressure on luxury brands to slightly switch marketing tactics. Image credit: Bang & Olufsen
By Ellen Kelleher
Luxury brands have to reassess how they reach affluent audiences in the United States as new data show the pandemic has dramatically accelerated the shift to streaming.
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","iv":"3f371808099496710e2bef78cb81bdcd","s":"1b01a1be767d9a11"}
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