Call of the Mall: The Geography of Shopping by the Author of Why We Buy

Having previously read Paco Underhill's "Why we buy" I was anxious to read "Call of the mall". Americans spend alot of time and money in shopping malls. Underhill knows why this is and how retailers can increase both of these things.Call of the mall takes you on a journey through an ordinary mall in New Jersey. The book covers everything about a mall that a consumer is influenced by. He starts in the parking lot and ends with high end department stores.The part I enjoyed the most of the section on malls outside of the United States, especially those in Japan. He placed this section in the book perfectly and it is by far the most interesting part.I highly recommend this book to anyone interested in retail marketing and consumer behavior.

A good text for estranging the mall experience. The informal tone was fun but tended toward making the overall read more like an extended opinion piece. I'm left wondering why the mall theater experience (a small section of the book overall) isn't better.

Paco Underhill shares the history of the mall, talks about present day malls and predicts a dismal mall future, but also prescribes remedies for the future that malls could follow so that they do not become completely obsolete.Underhill has a conversational writing style. He takes the reader through a tour of the many facets of a mall, beginning with how people decide which mall to go to for shopping. He then discusses the facades, the parking lots and how they can improve, then goes inside.From what I have read on his website, the author takes this kind of tour with business people to help them improve their own brand and sales. I feel as if I were on one of his tours.

Paco Underhill does it again. He has a way of making you look at how you buy and where you buy in a whole new way. If you are in any form of business that sells anything or that advertises anything you must read this book and  Why We Buy .This book, although a little "Self Promoting" takes the reader through a tour of a mall and points out different things that should interest anyone who is in a retail business. There is a great deal of repeat information from the book Why We Buy and that is a little annoying. Otherwise it is an interesting book.

Paco's book remains a classic explaining human behavior about and towards retail shopping. 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.

I recommend "Call of the Mall: 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. If you liked "Why We Buy," you will want to read this book. Paco Underhill is one of my favorite authors. His books are filled with useful information and insights.

Paco has put out yet another book worth reading... if you are in retail or marketing read this book (and the science of shopping too, of course!)

Very superficial analysis, it us basically dated. Malls have changed over the last decade. Really not worth the cost and my time.

This is another book from the same author that has good informations inside. Some of it we already knew from the others books written by Paco. Is there substantial and new insights here?Yes there is? Worths the price tag? I don't know... The first book is the better one... Recommend this book for everyone that liked the others two.

I really enjoyed this book, it is very informative yet very easy and pleasant to read.Can be enjoyed by anybody as what the author talks about is valid for any mall/shopping centre in the world.

awsome book

Was meant for my dissertation but I've changed my subject so book isn't that relevant to me.

Worst product....the book came immersed in oil it has smell of oil. The cover is transparent and inner pages are blank and transparent.