Paco Underhill’s informal book Call of the Mall is like a trip to the mall with several different customers and features conversations with salespeople and with . Call of the Mall has ratings and 87 reviews. Anina said: This is a pretty neat book. The guy who wrote it is a professional who observes people in ma. Review the key ideas in the book Call of the Mall by Paco Underhill in a condensed Soundview Executive Book Review. Summaries & book reviews of the year’s.

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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. Its a very interesting field of marketing. Apr 17, Marilyn rated it liked it Shelves: The history of the development of pzco shopping mall was informative.

Withoutabox Submit to Film Festivals. It was in great shape and a super fast read. Amazon Restaurants Food delivery from local restaurants.

Not worth your time! Underhill is clearly a very knowledgeable and thoughtful marketing professional and the book is very accessible. The rest is a bit of a yawn. Although he offers glimpses of shopping centers around the world, the bulk of this excursion takes place in a mall a few miles outside Manhattan, as Underhill and a rotating cast of companions wander through stores looking for various items, commenting about what does and doesn’t work about the shopping and social experience.

I highly recommend this book to anyone interested in retail marketing and consumer behavior.


Oct 31, Iftekhar Alam Himel rated it it was ok. To me as a marketer, the book was worth purely for these varied, logical yet unusual retail experience ideas like different types of theaters for different types of movies or splitting food court into kids food court and gourmet food court etc.

Call of the Mall | Book by Paco Underhill | Official Publisher Page | Simon & Schuster

He also elaborates on some of the strategies that the real estate giants who own the malls undrehill when deciding who rents what space; different stores have different markets, and there are dynamics to be taken into consideration.

Underhill has a conversational writing style. And that makes him an ideal guide for a tour of the cultural anthropology of pcao shopping mall. There are many shoppers that don’t fit into his ideal molds, but he is unconcerned with looking at anything other than the status quo.

I didn’t know how little I knew about this centerpiece of our culture. Paco is the top pwco in consumer behaviour. Paco has put out yet another book worth reading A patchy history, critique and explanation of the shopping mall.

Sign up and get a free underhikl Learn more about Amazon Prime. In revealing what malls don’t do well, Underhill also points out their strengths, and explains to readers, uniitated shoppers, why they might work the way they do.

Not only is this shopping expert conversant with malls worldwide, he is so accessible a writer and so perceptive about social change that his mall tour is often more interesting than the mall itself.

Call of the Mall

It is a must for anyone who has job responsibilities in this area and a really fun read for anyone else who just wants to understand. If you haven’t read the first book, skip this one, and read that one. Paco Underhill, the Margaret Mead of shopping and author of the huge international bestseller Why We Buynow takes us to the mall, a place every American has experienced and has an opinion about.


Underhill makes the point repeatedly that malls are limited by their environment. I got this one from the shelf fall work. In Call of the Mallthe founder of Envirosell turns his attentions to everything about the shopping mall, and his observations are stunning. A unrerhill interesting and enlightening read on acll malls are so miserable and why so many are failing.

Call of the Mall: The Geography of Shopping

Underhill pioneered an entire science surrounding studying consumer behaviour. Some might ask how much detail shoppers really want about how stores entice them to buy, but any nagging doubts will be swept away by the engaging manner in which Underhill passes along the keen insights he’s gained through years of retail consulting.

Therefore, I was looking forward to this new effort with a great deal of anticipation, most of yhe was disappointed.

This is a pretty neat book. Free eBook offer available to NEW subscribers only. Because women, it is thought, will not buy discounted cosmetics No detail is too oc to escape his attention