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":"218e9ef33c817507fedddfc2671c9316","s":"f26e1c029eab89d5"}
Share your thoughts. Click here