Television
September 12, 2012
By Tricia Carr
Although lifestyle label Ralph Lauren is experimenting with television through its first network sponsorship, luxury marketers should be cautious in entering the mass marketing channel.
{"ct":"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","iv":"a60815d043508b3ea266aa7103408169","s":"d9dec32d3f413b53"}
Share your thoughts. Click here