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":"13b132be2978d3a903c492fa7b880a94","s":"fd128e1698350edf"}
Katie Lundin is a marketing and branding specialist at Chicago-based crowdspring