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2 of 2 people found the following review helpful
5.0 out of 5 stars An excellent read, 23 April 2011
By 
M. Kearney (Northern Ireland) - See all my reviews
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This review is from: Call of the Mall (Paperback)
This is an excellent book, written in an enjoyable way by a man who clearly knows what he's talking about.

He writes the book in a very humorous way, but at the same time tackles major issues such as the design, layout, atmospherics and subliminal advertising of the mall (and shopping centres in general, the world over). It is written in the style of an actual journey taken with the author - from the approach to the mall, and throughout the day there.

Paco Underhill talks about the mall with equal measures of admiration and disappointment; admiration at what they do and achieve, and disappointment at how much unfulfilled potential they have. The author also makes the book very informative, whilst remaining a light read - one you could finish in one or two afternoons.

All in all, the book is excellently written, very enjoyable and deeply informative. Having read the book you'll never look at malls and shopping centres in the same way again!
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5.0 out of 5 stars retail anthropology, 23 Nov 2013
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Mr. M. Sewell "matthew" (New Malden) - See all my reviews
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This review is from: Call of the Mall (Paperback)
Should be required reading for all involved in retail. Full of clever insights into the behaviour of the public in malls.
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5.0 out of 5 stars Fantastic book., 26 July 2013
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As a shop keeper I do not see supermarkets and shop with the same eyes. Highly recommended to anyone that ones to open a small shop as a bank, cafe shop, restaurant, supermarket, car dealer ... fantastic book
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5.0 out of 5 stars I really enjoyed this book, 21 July 2014
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Karl Talbot - See all my reviews
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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.
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Call of the Mall
Call of the Mall by Paco Underhill (Paperback - 17 Jan 2005)
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