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":"f15d664df338bb70ff0b6f8a85ee1cf8","s":"3f097b654d12ff07"}
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