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":"b593a2892316946e99043913fb60c23e","s":"7bfb894682ce048f"}
Eagle eye. Golden Eagle image courtesy of the American Eagle Foundation