At our recent conference on electronic coupon clearing, I reviewed some basics of coupon coding. After the explanations of family codes, I made the point -- loud and clear -- that if manufacturers change family codes, the most important thing they should do is alert the retailers. Everyone agreed this was a good idea, of course, but manufacturers in the audience said, "I thought we weren't allowed to change family codes. Are you saying we can?" Well, not that I'm the authority on what ...

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