Sunday, April 09, 2006


#16: Call of the Mall

Its my turn to review a book that Jerusha has already read this year. When Jerusha picked up Call of the Mall by Paco Underhill at the library while I was visiting her I also was intrigued by the title and wanted to read the book. So, I found it at my local library and gave it a read. The book was pretty good and I enjoyed reading some facts and ideas about store displays, decorations, organization, flow of the store and the like. It was also interesting to think about Underhill's ideas to improve mall sales and user friendliness once inside the mall. Call of the Mall was pretty good but as Jerusha said in her review the book was more focused on how to make more money if you have a store in the mall the than ideas concerning why we shop at malls. Finally, I am convinced that Underhill had some kind of subliminal message in his book enticing readers to go to the mall because I visited the mall twice this weekend while I was reading the book. I haven't been to my local mall more than once or twice since Sept.

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