CHICAGO -- Much of the talk about coupons of late has focused on how to streamline the complex processing system with innovative programs such as quick pay, one-step and electronic clearing. But speakers at a seminar on coupon management here, sponsored by the Grocery Manufacturers of America, Washington, repeatedly raised an even more fundamental question: Is couponing, as a marketing tool, worth the effort? "We clearly are concerned about the overall efficiency of couponing, about ...

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