Key branding lessons from the top 4 ecommerce giants
Posted By a Luxury Daily columnist On In Editor's Choice,Featured,Industry sectors,Marketing,Retail | No 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","iv":"39de3a9ef0c74f0b6bd735b2be7cb430","s":"77e1211020dab0a6"}
Katie Lundin is a marketing and branding specialist at Chicago-based crowdspring