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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Call of the Mall: The Geography of Shopping

Open Preview See a Problem? If you are in any form of business that sells anything or that advertises anything you must read this book and Why We Buy. Interesting to see what merchandising motivates us toward self-reward. Common Grounds by Mark Ov is another “niche read” I recommend. Alexa Actionable Analytics for the Web.

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

Bestselling “retail anthropologist” Underhill Why We Buy talks readers through every aspect of malls, from the first glance at their ugly exteriors along the side of the road to the struggle to remember where the car’s parked.

Having said that, the ideas suggested in the thd for store design, cinema experience enhancement, other customer experience ideas- they are timeless. I recommend “Call of the Mall: Written more for consumers than business students, inderhill an entertaining account that offers most another perspective on shopping malls. We Americans have Underhill and Envirosell to blame if marketing has become better and we end up buying more.

Underhill is clearly a very knowledgeable and thoughtful marketing professional and the book is very accessible. Largely, you are left wanting more. Its a very interesting field of marketing. Aug 27, Sandy D. This, along with the aforementioned structure, in which he journeys along and converses with a cast of typical shoppers, employees A patchy history, critique and explanation of the shopping mall.


Published inbefore the pavo of the iPhone and other smart phones, a lot of the information and conclusions do not really apply to shopping today. Maybe somebody with a casual interest in shopping Few people have spent more time thinking about malls than Paco Cal. We look at the mall and wonder: Now, in this equally eye-opening book, the retail anthropologist examines the other side of the shopper-retailer relationship.

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.

Call of the Mall

His second book, entitled Call of the Mall: No detail is too small to escape his attention; if one ever wondered why clothing racks always seem stuffed to capacity, for example, he explains it’s because rising real estate prices have largely eliminated storerooms. ComiXology Thousands of Digital Comics.

Eye level, a little to the right. Though I took a lot of time to read this book as the references are all American and at times that was distracting. The author picks apart the makeup of a typical mall and how it succeeds and fails in its design.

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Buy for others

There are no discussion topics on this book yet. It is a must for anyone who has job responsibilities in this area and a really fun read for anyone else underhikl just wants to understand.

This book is very readable, interesting and humorous.

I read this to understand the base of the mall generation and grew up in the “Mall rats” period of history. But Underhill doesn’t whine. Oct 14, Anina rated it really liked it Shelves: Nice book about malls and how different people behave in the malls. Trivia About Call of the Mall Dec 28, Budd Margolis rated it really liked it.

I highly recommend this book to anyone interested in retail marketing and consumer behavior. He is an insightful and captivating speaker, who frequently presents to trade associations and professional groups about the methodology and findings of his research.


As a book, it reads itself; as a manifesto for a global shopping philosophy, it’s fascinating. I think I will pick up his book before this, “”Why We Buy””. I found it fascinating to see how developers and designers lure you into their retail trap! This, along with the aforementioned structure, in which he journeys along and converses with a cast of typical shoppers, employees and the occasional industry insider, tends to portray him as opinionated, rather than expert. They still apply and are still equally relevant.

He is an insightful and captiv Underhill has spent more than 25 years conducting research on the different aspects of shopping behavior, earning his status as a leading expert and pioneer in the field. As they are making the transition, their mind ignores the first few stores they pass. To get the free app, enter your mobile phone number.

And his point about bathrooms in malls and retail stores has stuck with me for 10 years!

Dec 03, Elaine Meszaros czll it it was amazing. There are greater problems, too, unavoidable consequences of the malls’ status as artifacts of suburbia. For the ordinary pacl on the street — or in the aisles — The Call of the Mall is an entertaining look into the workings of places we might spend a lot of our time in. Underhill knows why this is and how retailers can increase both of these things.

A patchy tje, critique and explanation of the shopping mall. Paco Underhill is one of my favorite authors. I’m a woman, and I do shop in malls, but I don’t identify with any of his explanations of how women shop. I loved how he also looked at malls in other countries in comparison to the American mall.