As ECR cognoscenti gather this week in Chicago for the Joint Industry Conference on Efficient Consumer Response, the newly emergent issue of the future of paper coupons -- or the lack thereof -- is likely to be top of mind. Interest in the efficiency of coupons hasn't been pumped up because Efficient Promotions has finally blown free of the doldrums and is sailing to the top of the industry's action ledger. Instead, the future of couponing is in play because of Procter & Gamble's bold ...

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