Marketing
January 19, 2017
Image courtesy of The Plaza; an affluent consumer's social circle is a prime opportunity
By Sarah Jones
NEW YORK – An event-planning trap that much of the luxury industry falls into is hosting over-the-top experiences for the wrong audience and hoping for an ROI.
{"ct":"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","iv":"72581811b4188dc37e8575d801852dc0","s":"d9e602cd48fe46ab"}
Share your thoughts. Click here