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"At 7 p.m. on Wednesday, Penney was No. 1 in searches for ?living room furniture.?
By 9 p.m., it had sunk to No. 68.
In other words, one moment Penney was the most visible online destination for living room furniture in the country.
The next it was essentially buried.
PENNEY reacted to this instant reversal of fortune by, among other things, firing its search engine consulting firm, SearchDex. Executives there did not return e-mail or phone calls. "
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