On the occasion of the recent grand opening of the Yves Saint Laurent museums in Paris and Marrakech, Morocco, Aurélie Tennerel, head of media relations at the ESSEC Business School, spoke with the institution’s marketing professor, Delphine Dion, about what this move means for the Saint Laurent Paris brand. This was part of an ESSEC Knowledge Live initiative.
{"ct":"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","iv":"f462bdfdd3d71d3f2786eae7e207fef6","s":"7fd3da7af7649772"}