This article pays tribute to Professor Robert Lusch and his fine career as a scholar of Marketing. One prime element of Bob’s career is that he took on some very fundamental issues in the field of Marketing. On several occasions I got involved in these issues as well, leading to wonderful intellectual explorations. I’ve organized this piece to share details of three such explorations:
I. Bob as Editor
II. Bob as Theorist
III. Bob as Overseer of the Field
IV. Bob as a Fine Individual
I reflect on some lessons learned in scholarly pursuit, and close with some personal ruminations about him.
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