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":"34612d1d1364b1a9a57b9ce3f57dc72f","s":"873c2d457f5195e3"}
Share your thoughts. Click here