Research
June 12, 2014
Ultra-high-net-worthy consumers are debunked
By Nancy Buckley
Super wealthy consumers are generally boxed by marketers to fit certain personas, often to the detriment of brands, according to a report by Wealth-X.
{"ct":"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","iv":"b04d4f37b72dbb56891e7cf94986799c","s":"a2c2cd1b0f8f165f"}
Share your thoughts. Click here