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":"4876d367ab0d02ebde29f0e97e563da0","s":"95d27dae0d03663e"}
Rowan Kelshaw is managing director of The Luxury Network LA