Call of the Mall: The Geography of Shopping
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by Paco Underhill
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Before I actually started to read Call of the Mall, I was expecting a heavy-weight text filled with academic discussion. To my surprise, the book delivers a lighthearted but detailed portrait of the ‘mall’ today. From the cosmetics department to the food court, P Underhill uncovers many of the things they do right and wrong. A recommended read for anyone in the retail business! About the Author Paco Underhill, urban geographer and retail anthropologist, is CEO and founder of Envirosell, a New York-based research and consulting firm that advises Fortune 100 companies seeking to understand the behavior and motivations of contemporary consumers. Envirosell follows 50,000 to 70,000 shoppers a year through their retail experiences in stores, banks, and public spaces. The firm's clients include Saks Fifth Avenue, Starbucks, Citibank, ExxonMobile and the Gap.
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