Underhill pioneered an entire science surrounding studying consumer behaviour. A patchy history, critique and explanation of the shopping mall. Underhill is our bard of the suburbs. This is well worth a read for anyone in retailing. Has lot of insights on Consumer behaviour and retail design.
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Jun 23, Harvey rated it it cll amazing. A fascinating look at its customers, retailers, and mall developers. A patchy history, critique and explanation of the shopping mall. Oct 31, Iftekhar Alam Himel rated mqll it was ok. I worked in UK retail for close to 15 years and found that colleagues often applied too much conscious logic to the actions of shoppers and this meant a number of initiatives missed their potential.
Call of the Mall: Only a retail specialist could be so attuned to the human condition in all its ujderhill, formless boredom He other books are most worthy as well. Things like this used to exist Recently, I got a project on Shopper Marketing. Once again, Paco Underhill has broken new ground with his thought provoking insights.
Despite the stated pedigree of the writer he's been involved in a commercial consultancy firm advising retailers for the past odd years there is a profound lack of hard data. Get a FREE e-book by joining our mailing list today! It was recommended by my director.
Thank you for signing up, fellow book lover! The collapse of the mall is a striking event in the American retailing history. I read this to understand the base of the mall generation and grew up in the "Mall rats" period of history. It felt outdated, even with the chapter on post-mall culture, but not so outdated that I don't remember mall culture well and with a mixture of fondness and annoyance. Common Grounds by Mark Pendergrast is another "niche read" I recommend.
An interesting read, but dated. Underhill has made a tidy business of watching shoppers the world over and discovering things, such as how they read signs and where they look first on a shelf. Though I took a lot of time to read this book as the references are all American and at times that was distracting.
Even if you are not looking for marketing ideas, this is a good read. His first book, Why We Buy: The Science of Shopping has been published in twenty-six languages, and has sold more copies than any other retail book in history.
Why We Buy] so much, I was looking forward to another from Underhill. The Geography of Shopping by the Author of Why We Buy" by Paco Underhill to anyone who is interested in marketing, retail, merchandising, or shopping, in general.
Call of the Mall
The Boston Globe Underhill has the social scientist's uncanny ability to describe what is right under our noses with a lucidity that makes the mundane buying, selling, chowing down, hanging out positively riveting. Maybe somebody with a casual interest in shopping or someone just looking for an offbeat topic? I found his tone to be completely condescending, especially in his explanations of how and why women shop. This detail-laden, consumer-savvy guide explores what's right and wrong with America's 1, enclosed malls.
The development of video analysis makes it easier to view shopper activity but you still have to be open minded to view t This is well worth a read for anyone in retailing. What is wrong with the mall?
Call of the Mall | Book by Paco Underhill | Official Publisher Page | Simon & Schuster
If you liked "Why We Buy," you will want to read this book. Born amid the automobile-guided infrastructure buildout of the s, shopping malls have been the crown jewel of American consumerism, dedicated spaces of recreational consumption of goods. Call of the Mall Trade Paperback Paco Underhill does it again. And that makes him knderhill ideal guide for a tour of the cultural anthropology of the shopping mall.