It’s been years since I’ve read the original. This book is a must read if you have anything to do with marketing products of any sort to just about anyone. Does that seem a bit strong of an endorsement? Perhaps.
Underhill may have written this book primarily to offer up insights into the retail marketplace and the mind and behavior of retail shoppers, (as well as promote his own business), but the insights are useful beyond these goals. One basic tenet for just about anyone marketing or selling anything is to “Know Your Customer.” Underhill’s depth of experience in this area is amazing. From simple day-to-day observations to the insights he draws from them, you can get a real feel for what’s going on inside a consumer’s decision making process.