Research Initiatives

Legends in Marketing Series

Dr. Shelby D. Hunt, Jerry S. Rawls and P. W. Horn Professor of Marketing, was one of the first professors whose research was honored in the Legends in Marketing series, which provides insight and historical perspective into some of the greatest marketing thinkers of the 20th century. The series began in 2010 and reproduces the seminal works of each legend with an additional interview section in which the volume editors pose questions on research and the future of the discipline. In addition, researchers in the field provide a critical perspective on the articles in the volumes. Approximately 130 of Hunt's published articles — many of which are award-winning — have been compiled into 10 separate volumes.