Why luxury marketing can fuel carmakers’ electric dreams
Posted Bya Luxury Daily columnistOn In Automotive,Columns,Featured,Industry sectors,Marketing,Opinion | No Comments{"ct":"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","iv":"16794f9b2034ce698c7305c975da09a2","s":"b5fc5686730ad880"}
Alan Dykes is head of digital marketing at Archant Dialogue