Events / Causes
October 8, 2012
By Tricia Carr
Luxury automakers are using digital channels to spread live model launch events to a larger audience, but those that hone in on peer-to-peer influences on social media and the brand lifestyle can better stand up to competitors.
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","iv":"778719b941a75b82713aac981b580fe8","s":"d5bac993e735b78f"}
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