Created in 1997, the Living Legend of Marketing Award was presented each year with an aim of underlining famous researchers who marked the field of marketing by their exceptional contributions.

This price was presented to :

• 2003: Morris L. Mayer, Department of Management & Marketing, University of Alabama.
• 2002: MICHEL LAROCHE, John Molson School of Business, Concordia University.
• 2001: LOUIS P. BUCKLIN, Haas School of Business, University of California Berkeley. 
• 2000 : MORRIS HOLBROOK, Columbia Business School, New York.
• 1998 : ARCH G. WOODSIDE, Carroll School of Management, Boston College.
• 1997 : SIDNEY J. LEVY, College of Business and Public Aministration, University of Arizona.