Key branding lessons from the top 4 ecommerce giants
Posted By a Luxury Daily columnist On In Editor's Choice,Featured,Industry sectors,Marketing,Retail | No 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","iv":"c6ff66dbe354524882d5c596b439c4ff","s":"879f4d9a63e1b4df"}