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":"93958726c5e6402bbde541d471eef8a8","s":"9bc5fe810d2d8f84"}