Abstract
This manuscript is a personal tribute to a dear friend, a leading marketing researcher, theorist, scholar and educator of our time, Robert F. Lusch. For many, professionalism, leadership, conceptual formulation and service define Bob’s career. But, for those who knew Bob well, these traits were an extension of his more private personal persona. I am among those colleagues who had a strong personal friendship with Bob for more than forty plus years. For us, Bob was supportive, loyal, caring, etc., but also adventurous, inquisitive and intellectually challenging. It is these traits that made him an intriguing and enduring friend. This is my reflection of a life-long friendship.
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