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":"74454edb5d486dc1977c9cb32fb8c8fc","s":"8920bc4a649721a8"}
Share your thoughts. Click here