Key branding lessons from the top 4 ecommerce giants
Posted Bya Luxury Daily columnistOn In Editor's Choice,Featured,Industry sectors,Marketing,Retail | No 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","iv":"8ee626fe939c7bf1e90f402c3439bce5","s":"4eaf099425afb274"}
Katie Lundin is a marketing and branding specialist at Chicago-based crowdspring