Customer Reviews
really we need to buy so much? - By: Carlos Vazquez Quintana, 17 Jan 2007 
Well, I'm something impressed by this book, as the author displays a series of resources to sell alll class of goods that embrace from the common sense to the study of human physiology & his variations according to age & sex.
And truly, in the USA & Europe there's much merchandise for buying, from the indispensable food & hygiene or furniture to the most exotic, luxurious and/or useless things. In other places of world I'm afraid not.
I agree luxury products are a sign of civilization, but not ever & reading this sophisticated book, one questions if having in count problems as pollution & world heating, we truly need to buy so many products, as Paco Underhill wants to see the society as if Earth resources were as inexhaustible as hunger for shopping, a desire to buy he seems to think will grow endlessly.
A must read for students and those in retail - By: Ms. R. Hazelden, 30 Apr 2006 A reallly insightful book.
Contains a lot of useful information, in an easy to read & interesting way.
A refresing change from many other retail textbooks!
This book is brilliant - By: , 23 Mar 2006 
While I have some reservations about the veracity of Mr. Underhill's arguments in the E-commerce section, I feel that, overalll, this book is excellent. It's given me some great ideas about my own business which I can't wait to implement.
If you own or manage a retail concern, buy this book.
One should buy why we buy... - By: Adrian Cotterill, 07 Nov 2005 A GREAT book. Full of insight, common sense, & simple rules. Should be REQUIRED reading on any MBA course, should be required reading for anyone working in retail.
Paco Underhill writes clearly & enjoyably, full of anecodotes & real-world examples.
really helped my way of running my business - By: , 24 Dec 2004 I applied a lot of add on sales to my smalll cafe, i did however add odd things but with an ethical base. so for example i found local farms who sold apple juice, got shy but blossoming teenagers to sell it with free samples on saturdays, & found myself suddenly selling loads of it.a thought provoking book, i find myself now looking a bit more at the way larger shops sell stuff & reallly being much wiser & kinder with the way i spend my cash.
