Why luxury marketing can fuel carmakers’ electric dreams
Posted By a Luxury Daily columnist On In Automotive,Columns,Featured,Industry sectors,Marketing,Opinion | No Comments{"ct":"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","iv":"bf1159c3a2cb470da9ad06e01bcbc1b8","s":"e00fe17b296d579d"}
Alan Dykes is head of digital marketing at Archant Dialogue