Sheep and eagles: The 95:5 rule of marketing to UHNW globally
Posted Bya Luxury Daily columnistOn In Columns,Editor's Choice,Featured,Opinion | No Comments{"ct":"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","iv":"067e75985bcb3c5037879e9b10ec2cde","s":"df6084b377a55571"}
Eagle eye. Golden Eagle image courtesy of the American Eagle Foundation