Book Excerpt: The Brand Challenge: Adapting Branding to Sectorial Imperatives
Posted Bya Luxury Daily columnistOn In Columns,Featured,Opinion | No 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","iv":"da22cbc64b7a195392c745349ebb26ef","s":"b486ff22c3464408"}
