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'Rebates Aren't Broken; Management Is': Stinchfield

Marketers and retailers could easily cut their rebate costs 20% or more, rather than abandoning rebates altogether—which Best Buy vowed last year to do. But few marketers pay enough attention to their programs to find and fix the glitches. That's where Hal Stinchfield comes in. The founder of Promotional Marketing Insights and a 30-year fulfillment veteran from Carlson Marketing Group, Young America Corp. and Archway Marketing Services, Stinchfield analyzes rebate management programs to improve communications (and, in turn, cut customer-service costs). He calls it "promotion optimization," and he talked with PROMO P&I about it.

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