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This paper aims to introduce a special issue of the Journal of Historical Research in Marketing which includes autobiographical sketches by leading scholars in the history of marketing and consumer research.

A brief review of the (auto)biographical tradition in marketing scholarship leads to a commentary on the four accounts in this issue.

Highlights of the four portraits are presented and insights into their authors’ lives and careers are offered.

The authors hope this introductory article whets readers’ appetites to learn more about the four contributors whose careers and personal lives are explicated for their consumption.