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Publisher's Summary

Revolutionary retail guru Paco Underhill is back with a completely revised edition of his classic, witty, best-selling book on our ever-evolving consumer culture—full of fresh observations and important lessons from the cutting edge of retail, which is taking place in the world’s emerging markets. New material includes:


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 São Paulo 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—it offers advice on how to keep your changing customers and entice new and eager ones.
©1999 2000, 2009 by Obat, Inc. (P)2011 Blackstone Audio, Inc.
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Critic Reviews

“At last, here is a book that gives this underrated skill the respect it deserves.” ( New York Times)
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Customer Reviews

Most Helpful
4 out of 5 stars
By R on 09-08-17

Relevant to retail stores, not to Ecommerce

If you do retail in a brick and mortar store, this is a great book. If you do Ecommerce only, this book doesn't have much to offer.

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1 of 1 people found this review helpful

2 out of 5 stars
By Felipe on 12-09-16

"HOW" we buy, not "WHY" we buy.

Great if you want to dive on how people buy but the title is not accurate. There is no WHY but a great description on the specific dynamics that happen on the point of sale

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1 of 1 people found this review helpful

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Customer Reviews

Most Helpful
5 out of 5 stars
By Greig Stirling on 10-16-17

Must read

Fantastic content for inquiring minds.

Really easy to listen to, understand, and enjoy!

Buy now!

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2 out of 5 stars
By Virginia on 10-26-11

Perhaps better on paper

Two stars is perhaps a little unfair - the content is interesting and worth a read. It's probably better in paper form though as it's far too easy for the mind to wander from the detail of the narrative without the text to concentrate the mind.

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0 of 3 people found this review helpful

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