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":"fa133e2b6ec2a5e54a4215cfaaf2d815","s":"49e4593fab1d7395"}
Jay Dunn is president of U.S. marketing and operations for City Chic Collective USA