Ben Graham is the father of two basic stock market disciplines: security analysis, and value investing.

Graham believed that stock market prices were often wrong, because of the emotional factors involved. He developed the concept of "Mr. Market", an emotional and unstable character, to explain fluctuations in the market.

Mr. Market appears every day in your office, and offers to sell you some stock. One day, he might be hysterical with glee, and the next he's morose and hopeless. The intrinsic value of the stock doesn't change, but the price varies with the moods of Mr. Market.

Graham acquired his wealth by targeting undervalued companies. He looked for companies whose stock prices were temporarily down, but whose fundamentals were sound for the long run.

Ben Graham is the mentor of investment guru Warren Buffett, and has influenced several generations of stock market investors.

Warren Buffett b.1930

Also known as the "Oracle of Omaha", Warren Buffett is the world's richest man in 2008. He uses a value investing strategy influenced by Ben Graham.

Buffett buys companies as long-term investments, at a discount to their intrinsic value. He stresses the importance of research, and looks for companies with strong management, good potential for long-term return, and an attractive price.

His investment strategy involves discipline, patience and value. While he claims no investment favorites, Buffett is currently interested in family-owned businesses in Europe, and predicts hard times for newspapers.

Buffett owns Berkshire Hathaway, whose first-quarter profit plunged 64% this year, with $991 million in investment losses. In July, Berkshire Hathaway offset the loss by announcing the sale of Anheuser-Busch to a Belgian company for $2.49 billion, earning a profit from the purchase price of 1.9 billion in 2005.

The world's richest man pays himself a salary of $100,000 a year. It's a figure that hasn't changed in twenty-seven years.

Peter Lynch b.1944

Peter Lynch bought into Automatic Data Processing (ADP) and Yum! Brands' (YUM) Taco Bell, before Wall Street noticed their existence.

Peter Lynch uses a bottom-up approach and concentrates on a company's fundamentals, instead of listening to market chatter. He invests for the long run, and pays little attention to short-term market fluctuations.

His chameleon investment style adapts with the times, but he relies on core principles. He believes that no one can predict economic fluctuations. Lynch advocates research, and warns against long shots for building wealth.

Kirk Kerkorian b.1917

Kirk Kerkorian turned 91 this year, and has a net worth of $16 billion. Known as the father of the mega-resort in Las Vegas, Kerkorian is a self-made man, who started earning money for his family at age nine. As a young man he learned to box. Under his brother's tutelage, Rifle-Right Kerkorian fought his way to the Pacific amateur welterweight championship.

In World War II, Kerkorian learned to fly with the Royal Air Force. After the war, he bought a Cessna and began flying wealthy passengers into the small railway town of Las Vegas.

He quickly saw the potential of Vegas. In 1947, Kerkorian gave up gambling, bought a local airline for $60,000, and renamed it Trans International. He operated the airline for twenty-one years, then sold to Transamerica for $104 million.

His most famous success was a piece of Vegas land, purchased for just over $960,000, in 1962. He leased the land to Caesar's Palace for four million, and sold it to them six years later, for five million more.

His fortune comes from shares in DaimlerChrysler, MGM Mirage (MGG) and Metro-Goldwyn-Mayer (MGM). He has a talent for identifying opportunities early. Kerkorian will buy, sell and then return to a company. He twice sold MGM, then took it over for a third time in 1996.

Kerkorian's recent investment in Ford Motor Co. kept stock trading at its highest levels in almost six months.

Jesse Livermore 1870-1940

Jesse Livermore made and lost millions, and once declared bankruptcy. He was notorious for short selling during the stock market crashes in 1907 and 1929, to the point that JP Morgan asked him to stop.

Livermore focused on markets as a whole, instead of on individual stocks. He would adopt a buy-and-hold strategy in a bull market, and sell when it lost momentum.

His fluctuating fortunes came from breaking two of his own rules: never listen to stock tips; and, always cut losses short.

Livermore always had an exit strategy. He committed suicide in 1940, owing more than a million dollars.

Edward Lampert b.1962

Lampert is Chairman of Sears Holdings Corporation (SHLD) and the founder of ESL Investments, Inc. Lampert created ESL at the age of twenty-five, in 1988. The company's returns average 29% a year, and Lampert is number sixty-eight on the Forbes list of 2008.

He looks for a mature business that is easy to understand, and has a strong cash flow. He targets companies with the potential to generate a large cash flow over the long run. Lampert is less focused on the management team, and willing to bring about changes in the company structure to realize a profit.

His numerous investments in the retail sector include Home Depot (HD). Other investments include CIT Group (CIT) and AutoNation, Inc. (AN).

George Soros b.1930

George Soros is a Hungarian-born American investor, speculator, philanthropist and political activist.

He's infamously known for breaking the bank of England on Black Wednesday, 1992, by selling short more than $10 billion worth of pounds.

His investment strategy revolves around the knowledge that financial markets are chaotic, and prices depend on the human beings who buy and sell. Often, buyers and sellers act out of emotion, rather than cool logic.

Soros looks for opportunities by studying value and market price of assets. He follows a theory of reflexivity, based on the idea that investor bias affects market transactions.

These days, Soros prefers philanthropy over speculation. By 2003 he had given away more than four billion dollars to help the underprivileged, in nations such as South Africa, Central Europe and Russia. In 2007 he gave $100 million to fund internet access in Russian universities.

George Soros holds shares in BUCY - Bucyrus International Inc.; ANR - Alpha Natural Resources Inc. and WIND - Wind River Systems Inc.

Carl Icahn b.1936

Icahn made headlines in 1985 with his hostile takeover of TWA. He's known as a tough negotiator and clever market strategist.

Icahn takes minority stakes in public companies and pushes for change. He does not believe in following trends. Icahn says, "... consensus thinking is generally wrong. If you go with a trend, the momentum always falls apart on you. So I buy companies that are not glamorous and usually out of favor. It's even better if the whole industry is out of favor."

In May, Carl Icahn took on internet giant Yahoo (YHOO). Icahn bought as many as 50 million shares, preparing for a proxy fight to remove Yahoo's Board of Directors. On July 21, 2008, he agreed to join the Board of Directors and end the hostilities ... at least for now.

Philip Fisher 1907-2004

Fisher was a formative thinker in the growth stock school of investing. His book, "Common Stocks and Uncommon Profits", is a standard for investors. Fisher believed in investing for the long haul, and wrote that the best time to sell a stock was "almost never".

Fisher did extensive research to help build his wealth, and preferred the technique he called "scuttlebutt" or the business grapevine, to seek out information.

Fisher bought Motorola in 1955, when it was a radio manufacturer. He held onto it until his death in 2004.

William J. O'Neil

At the age of 30, O'Neil was the youngest ever to have a seat on the New York Stock Exchange. He's the founder of Investor's Business Daily, and author of two successful books.

O'Neil uses a mix of quantitative and qualitative strategies in his investing approach.

His investment style is to seek out the growth stocks that have the highest profit potential and will show a swift price rise. He coined the acronym CANSLIM to identify such stocks.

Bill O'Neil's motto is "buy the strong, sell the weak." He seeks out companies that perform as leaders, with something new to offer, and a proven rise in current and annual earnings.

Every great investment guru has an individual approach, but all follow the same basic rules: know the company and the market; never listen to market gossip; and always keep a cool head.

1. In one night “Coca Cola” can soften a tooth.
2. In one night “Coca Cola” can melt meat.
3. “Coca Cola” kills bugs.
4. You can polish coins with “Coca Cola”.
5. “Coca Cola” can help you sunburn.
6. You can clean blood spots with “Coca Cola”.
7. “Coca Cola” can wash paint off.
8. “Coca Cola” is a perfect toilet cleaner.
9. If you have a headache, drink “Coca Cola”, it will help.
10. “Coca Cola” stops hiccups.