Marketing
December 8, 2020
Tens of millions of Americans are cutting cable cords, which puts pressure on luxury brands to slightly switch marketing tactics. Image credit: Bang & Olufsen
By Ellen Kelleher
Luxury brands have to reassess how they reach affluent audiences in the United States as new data show the pandemic has dramatically accelerated the shift to streaming.
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","iv":"32b8ba9e874320dd687fa8b19d6b6847","s":"9b5ca4285c943e33"}
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