Rowan Kelshaw is managing director of The Luxury Network LA
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":"274bd7375a43edc2499d8dfe1f0d81d2","s":"64646dba572afd86"}