Every Move You Make (01 Apr 2004)

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Every Move You Make (01 Apr 2004)
Paco Underhill, whose books Why We Buy and Call of the Mall are classics of modern retail ethnography, confesses to a bigger concern: How does this research translate into sales? "Advertising is some of the finest visual communication our culture generates," he says. "But ethnographic research is still at some distance from where rubber meets the road in terms of sales."

Article URL: http://www.fastcompany.com/magazine/81/everymove.html

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