The Legends in Marketing series reproduces the seminal works of the legends in the field, 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 tenth LIM set in the series, consisting of seven volumes, is a tribute to Paul E. Green, Emeritus Professor of Marketing at The Wharton School, The University of Pennsylvania. Prof. Green was often called ?the father of conjoint analysis,? the powerful predictive statistical technique and backbone of market research. Conjoint analysis allows marketing managers to make accurate decisions about what products and services to sell?and helped make Green marketing?s most cited author. The marketing discipline?s familiarity with the utilization of Bayesian statistics, multidimensional scaling, clustering, and analysis of qualitative data are due in part to the pioneering works of Prof. Green. The most prolific of marketing scholars with 16 books and over 200 articles, his influence on the marketing discipline ranges far beyond his groundbreaking inspired writings. As a creative researcher, he stimulated the design and implementation of numerous innovative studies for the solution of real-world problems. Prof. Green received all of the major marketing awards, including the Parlin Award for Advancement of Science in Marketing, the AMA/Irwin Marketing Educator of the Year Award, The Outstanding Marketing Educator Award, and the Lifetime Achievement in Marketing Research Award. He was also selected as one of the nine Legends of Marketing and SAGE Publications will be publishing six volumes of his writings. In 1996, the Journal of Marketing Research established the Paul E. Green Award for the best article in the Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research.