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":"f5578ef49bb5813a43322c1d1e725543","s":"d4e2dca5c5334daf"}
Share your thoughts. Click here