Sonja Prokopec is LVMH chaired professor in the marketing department at the ESSEC Business School
How to engage luxury consumers through experiential marketing
Posted By a Luxury Daily columnist On In Columns,Editor's Choice,Featured,Industry sectors,Marketing,Opinion | No 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","iv":"55faec7b60906a9c6b8893f91fe2b33a","s":"cd92df1cfaaf808b"}