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 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.
“At last, here is a book that gives this underrated skill the respect it deserves.” (New York Times)
The books to me seems more like a pitch to potential companies who may like to use their services. Through out the book they shared tons of examples about how retailers were doing something or the other wrong and when they came in they fixed it right. They have loads of experience etc etc. Of course they also put in very subtly that technology and lots of inexperienced companies cannot deliver what they can do as they were the first one in this field.
"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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