The future of couponing is right on target. Brand marketers are making more use of retailer frequent shopper data bases and targeted programs developed by clearinghouses, direct-mail and freestanding insert distributors. Many are folding in their own sales and ZIP code data to better target current and potential customers. At the same time, they are trimming back overall distribution and trying alternate coupon media with higher redemption rates, all in the hopes of improving the return on ...

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