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":"40c0fd14afbfb99e9298f67cd45f7d41","s":"1e1817bfd1824a73"}
Alan Dykes is head of digital marketing at Archant Dialogue