Television
September 12, 2012
By Tricia Carr
Although lifestyle label Ralph Lauren is experimenting with television through its first network sponsorship, luxury marketers should be cautious in entering the mass marketing channel.
{"ct":"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","iv":"d4e053ef6471a919dd7233a6805322d4","s":"52e8a9df6bf7b4de"}
Share your thoughts. Click here