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":"245aa17e697924366f439990cf2914e2","s":"3e3d7e18d855811b"}
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