CALL OF THE MALL

I've read some 300 business books during my student life (MMM and MBA), and this book is one of those reads by mine that impacted so much! When I read this book in 2006, there was a bit 'mall culture' in India, thereby it seemed so weird and odd! I used the word 'weird' because in those days I felt that it was really a redundant book which depicted a fully western culture. But, nowadays I feel it's importance and and feel what a great work Underhill has done in those days!!! This book covers geography, culture, sociology, psychology, business, media, pop culture and various other aspects of mall culture. There were also great insights for managers who're doing rerailing business in today's mall. So, if you wanna dip into mall culture.... just take a sip of this mall cocktail!!!

awsome book

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

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.

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.

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