- Luxury Daily -
https://www.luxurydaily.com
-
Why luxury marketing does not need to be data-driven
Posted By
a Luxury Daily columnist
On
September 15, 2017 @ 2:00 am
In Columns,Editor's Choice,Featured,Industry sectors,Marketing,Opinion |
No Comments
Scents and sensibility: The new Twilly d'Hermès perfume. Image credit: Hermès Instagram
By
Ashok Som
{"ct":"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","iv":"a8697bfdc52cc548ee1d322ed8a2edea","s":"f84d67118a8ee7d9"}