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":"416d3417eb9acd546f3da00353d27f2f","s":"5ae9bd5c66c34cc1"}
Share your thoughts. Click here