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":"9410de9b14ec1390c031b5f361363402","s":"67b8ea1a3d2013f8"}
Andreas Reiffen is founder/CEO of Crealytics