CHICAGO - Macy's Inc. expected resistance when it began putting its name on the door of local favorites like Kaufmann's and Filene's after it bought the May Co. more than two years ago.

But nowhere has the switch proved harder than Chicago, where anger at the loss of the iconic Marshall Field's chain stubbornly refused to recede.

"There are a lot of people who just can't get over the Marshall Field's name change," said Frank Guzzetta, the former president of Marshall Field's who is now chairman and CEO of Macy's North, one of seven regional division of Macy's Inc. "Those people, no matter how hard we worked at it, have continued to be detractors."

That's why this holiday season, Macy's has all but given up wooing the Field's faithful.

Instead, executives are mounting a full-fledged campaign to bring in new shoppers - especially those who lack a deep-rooted Field's connection - to its flagship State Street store.

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