Call of the Mall: The Geography of Shopping by the Author of Why We Buy @ richardeward.com

Call of the Mall: The Geography of Shopping by the Author of Why We Buy
by Paco Underhill
from Simon & Schuster

Customer Reviews:

• Avg. Customer Rating: 3.5 / 5.0

• A Day At The Mall, Literally. --And It Is A Snooze
  A genuine "So-what?" book. It's a conversational-like, easy-read edition that offers the mall weary absolutely no tips for easier buying, no hints on reducing time in lines, no suggestions for smarter spending or faster transactions. One diverting quote on the back cover from an author of another book claims: "Call of the Mall explains why we shop 'til we drop". Well. Not exactly. The book says we Do shop. Only we, evidentally, don't do enough of it.
  This is the perfect guidebook for those in Retail... more info

• Disappointing followup to "Why We Buy"
  Underhill's Why We Buy was required reading for my marketing class, and after opening it up, I was hooked by his research and insight into buying behaviors. By contrast, I struggled through 70 pages of Call of the Mall before coming across some of the more interesting aspects of what retailers could do differently. Overall the book presents few compelling insights; it almost feels that he used up all his juicy bits for the first book and really had to dig at the bottom of the barrel for this one.
  Final... more info

• Fun examples, but limited take-aways and too NYC-loving
  I teach Consumer Marketing and love social science interpretations of 'real world' behavior. Hence I picked up "Call to the Mall" with personal and professional excitement. Overall, I was disappointed. On the plus side, there are some wonderful examples of behavior that we all do or have seen. However, the is sadly little data to back these up for being more than informed opinions of the author or his companions. He has a company that does this, he must have access to great descriptive stats that would... more info

• A Controvertial Review of Shopping Malls
  "Call Of The Mall" follows on from the most fascinating, entertaining and useful retail research book ever written, "Why We Buy. The Science of Shopping" which is a must read for everyone involved with retail.
  "Call Of The Mall" is also easy to read, though it has far more of Paco Underhill's opinions and far less actual research to back up his conclusions. It examines how Americans use the mall, what it means, why it works when it does and why it often doesn't work at all well.
  I have the feeling... more info

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