The Legends in Marketing series captures the essence of the most important contributions made in the field of marketing in the past hundred years. It reproduces the seminal works of the legends in the field, which is supplemented by interviews of these legends as well as by the opinions of other scholars about their work. The series comprises various sets, each focused on the multiple ways in which a legend has contributed to the field. This second set in the series, consisting of 10 volumes, is a tribute to Shelby D Hunt, known for his pioneering work in the application of theory and philosophy of science in marketing. Professor Hunt is one of the most cited scholars of marketing. His book, Foundations of Marketing Theory: Toward a General Theory of Marketing, is considered to be a classic.