DEBATE OVER COUPONS HEATS UP AS MARKETING VALUE IS QUESTIONED

CHICAGO -- With manufacturer coupon distribution at record levels and redemption costs climbing, some brand marketers and industry experts are debating the validity of coupons as a marketing tool.The issue provoked considerable controversy at a recent seminar on coupon management sponsored by the Grocery Manufacturers of America here, and delivered a wake-up call to businesses that make their money

CHICAGO -- With manufacturer coupon distribution at record levels and redemption costs climbing, some brand marketers and industry experts are debating the validity of coupons as a marketing tool.

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