This special issue of Review of Marketing Research is unique in that it contains articles by marketing legends in their own words. Presented in alphabetical order; Richard Bagozzi, Shelby Hunt, Philip Kotler, V Kumar, Naresh K. Malhotra, Kent Monroe, Jagdish M Sheth, Yoram (Jerry) Wind and Gerald Zaltman summarize in their own words not only their research but also the salient aspects of their academic life journeys. In this outstanding collection: VK views his research from a decision-making point of view in terms of decisions marketers make either at the market, brand, firm, store, or the...