Is there a method to our madness when it comes to shopping? Hailed by the San Francisco Chronicle as "a Sherlock Holmes for retailers," author and research company CEO Paco Underhill answers with a definitive "ye...

PACO UNDERHILL, the author of the hugely successful Why We Buy and The Call of the Mall, reports on the growing importance of women in everybody's marketplace-what makes a package, product, space, or service "f...