Marketing
January 19, 2017
Image courtesy of The Plaza; an affluent consumer's social circle is a prime opportunity
By Sarah Jones
NEW YORK – An event-planning trap that much of the luxury industry falls into is hosting over-the-top experiences for the wrong audience and hoping for an ROI.
{"ct":"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","iv":"a35d67c2f62cdc59a65d9b9c0cbd589a","s":"66e84fc1a52a2f5c"}
Share your thoughts. Click here