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":"9c4be53600f32311c1c3f6fa20362475","s":"75ae4e89c8d4ffd0"}
Share your thoughts. Click here