The Call of the Mall

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This is another book written by Paco Underhill. I liked the 1st book and had high expectations from the 2nd one. After all, malls are the new retail… I was hoping it would shed some light on their emergence and future. But…. I was disappointed… so disappointed that I have left it half way (and that is the treatment meted out to the worst of the lot).

The book does not seem researched at all… I know Underhill is a consultant and so expectations are high. It seems like he is walking into a mall and criticizing it. Anyone can do that. He had not even put forward views of the other party- mall owners and retailers to show a balanced picture.
Please avoid.


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