Research
February 6, 2012
By Rachel Lamb
Luxury labels need to use digital media to target affluent consumers as they move through the purchase funnel, according to findings from a study by Boston Consulting Group.
{"ct":"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","iv":"59f5fd60140a768d3e0f9e367b65af01","s":"7d87775fd509aef7"}
Share your thoughts. Click here