John Little was honored by friends, colleagues, former students, and many others at a "John D. C. Little Festschrift Celebration," which took place June 6-7 at the 2009 INFORMS Marketing Science Conference held at the University of Michigan. A festschrift is a volume of papers written to honor an individual, which in Little's case, will eventually include about 20 papers and be published in 2010. Among John's achievements, he is famous for Little's Law in queuing, decision calculus models for marketing managers, his paper on marketing decision support systems, and his role in creating marketing science as a field. Other well-known research by John includes papers on choosing advertising media schedules, adaptive control of promotional spending, brand-size choice models calibrated on scanner panel data, and marketing mix models for consumer packaged goods.