Why direct mail never deserved to go out of fashion
Posted By a Luxury Daily columnist On In Columns,Featured,Industry sectors,Marketing,Opinion | No 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","iv":"96050feeff32e1933f23f2fae58f30e3","s":"00b1f1f166a6a068"}
Jay Dunn is president of U.S. marketing and operations for City Chic Collective USA