Why We Buy

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

This enlightening edition includes new information on:

-The latest trends in online retail--what retailers are doing right and what they're doing wrong--and how nearly every Internet retailer from iTunes to Amazon can drastically improve how it serves its customers.

-A guided tour of the most innovative stores, malls and retail environments around the world--almost all of which are springing up in countries where prosperity is new. An enormous indoor ski slope attracts shoppers to a mall in Dubai; an uber-luxurious Sao Paolo department store provides its customers with personal shoppers; a mall in South Africa has a wave pool for surfing.

The new Why We Buy is an essential guide that offers advice on how to keep your changing customers and entice new and eager ones.

“"Why We Buyis a funny and insightful book for people on both sides of the retail counter."-- Michael Gould, CEO, Bloomingdale's”

"Why We Buy is a funny and insightful book for people on both sides of the retail counter." -- Michael Gould, CEO, Bloomingdale's
" Thanks, Mr. Underhill, for explaining in clear and witty prose why my shopping habits are not all that crazy. Now, please tell my wife!" -- Bob Gale, writer/producer, Back to the Future trilogy
"At last, here is a book that gives this underrated skill the respect it deserves." -- The New York Times
"I'm in love. And if I didn't have a devoted husband, two kids and a crushing mortgage, I swear I'd throw caution to the wind and run away with Paco Underhill...fascinating." -- Rocky Mountain News (Denver)

Paco Underhill was the founder of Envirosell, Inc., a global research and consulting firm. His clients include more than a third of the Fortune 100 list, and he has worked on supermarket, convenience store, food, beverage, and restaurant issues in fifty countries. He is the bestselling author of Why We Buy, The Call of the Mall, What Women Want, and his newest book, How We Eat. He has also written articles for or been profiled in The New York Times, The Wall Street Journal, The Washington Post, The New Yorker, Smithsonian Magazine, and more. Paco divides his time between New York City and Madison, Connecticut.

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