Dos and don’ts for marketers to start building a community
Posted By a Luxury Daily columnist On In Columns,Featured,Opinion | No Comments{"ct":"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","iv":"0a42865488eef5fae96d2d5a1fb5626a","s":"74f3651bafdddf42"}
Mazin Melegy is strategy director at Crush & Lovely