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":"b72f3b642e570cdb397d44c08ef18cc0","s":"373d0e256622ab21"}
Share your thoughts. Click here