Digital marketing can generate a lower cost-per-acquisition than offline advertising
Posted By a Luxury Daily columnist On In Columns,Featured,Opinion | No 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","iv":"4b2482763873fa55a922c657374e59ec","s":"99fc67c953d4758c"}
Land Rover in a Discovery phase