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J.C. Penney Discontinuing 'Big Book' Catalogs

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PLANO, Tex. -- As more consumers flock to the Web to make online retail purchases, J.C. Penney Co. is changing the face of its brand by discontinuing the publishing of its two "big book" catalogs in exchange for more online initiatives and smaller, more specialized catalogs.

Plano, Texas-based Penney's said it's making the switch because customers are demanding a more integrated marketing approach, complete with social media tools, online applications and more concentrated print marketing materials, according to a release from the company.

There are five J.C. Penney stores in metro Atlanta.

(The Atlanta Business Chronicle)


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