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":"fbcf42211668bd6216eebe0f50d51ee9","s":"fb16482cdac3bd6c"}