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":"190bf3c228a138ebb892e47eabd14e34","s":"c6308ca758bd50fd"}
Share your thoughts. Click here