Sheep and eagles: The 95:5 rule of marketing to UHNW globally
Posted By a Luxury Daily columnist On In Columns,Editor's Choice,Featured,Opinion | No Comments{"ct":"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","iv":"5d334d78d0a4c5462b12624c9d933aaa","s":"efb75c710e24fb00"}
Eagle eye. Golden Eagle image courtesy of the American Eagle Foundation