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":"a185d5e7694d50787aa46cac4fd44020","s":"94dafd2b9680af95"}
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