Merchandising and marketing: Re-connecting silos, embracing Big Data and addressing modern metrics
Posted Bya Luxury Daily columnistOn In Columns,Editor's Choice,Featured,Industry sectors,Marketing,Opinion | No Comments{"ct":"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","iv":"c3bbf2968ad469a54b79d478325fe293","s":"caf541fcba7b4191"}
Andreas Reiffen is founder/CEO of Crealytics