Lessons in Scholarship

Abstract

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.