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Shopper Marketing, 2nd Edition by Ville Maila, Markus Stahlberg

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Science of shopping

PACO UNDERHILL

Paco Underhill is founder, CEO and president of Envirosell. He has spent more than 25 years conducting research on the different aspects of shopping behaviour. Envirosell has established its reputation as an innovator in commercial research and as an advocate for consumer-friendly packaging and shopping environments.

I am a bald, nerdy, 54-year-old American research wonk. No one has ever thought of me as being fashionable. The woman I live with complains that my pants are routinely too short and my ties never match the suit I’m wearing – so banish me to Long Island! What I do know about is shops and shopping. My day job, which I’ve been doing for 23 years, is CEO of a testing agency for prototype stores. ...

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