It's hard to imagine that not so long ago the idea of putting an ad on a shopping cart was considered radical. Now, some 20 years later, in-store marketing has come from almost nothing to taking on a dominant, and critical, role in the total consumer marketing program. Today we are dealing with an extremely fragmented market in which both retailers and manufacturers are facing increased competition, and an astounding 310 billion to 330 billion coupons are being distributed annually. The ...

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