Why luxury brands look to affinity marketing
Posted By a Luxury Daily columnist On In Columns,Featured,Opinion | No Comments{"ct":"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","iv":"e9e6531afa6cd55a9b6ec49d2947c43d","s":"0dcb85ea27f6daf5"}
Rowan Kelshaw is managing director of The Luxury Network LA