Paco Underhill

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What Women Want

by Paco Underhill

The author of the hugely successful Why We Buy and The Call of the Mall, reports on the growing importance of women in everybody’s marketplace—what makes a package, product, space, or service "female friendly."...


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

by Paco Underhill

The author of the international bestseller Why We Buy—praised by The New York Times as “a book that gives this underrated skill the respect it deserves”—now takes us to the mall, a place every American...


Why We Buy: The Science Of Shopping

by Paco Underhill

Revolutionary retail guru Paco Underhill is back with a completely revised edition of his classic, witty bestselling book on our ever-evolving consumer culture—full of fresh observations and important lessons...