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":"7b9c0a42dc3b7a61e69f0c7d878efde4","s":"4a2ab714a4e3371e"}
Katie Lundin is a marketing and branding specialist at Chicago-based crowdspring