Red Box with Ronald E. Milliman, Ph.D., Professor of Marketing 1985-Present cartoon of WKU Mascot - big red

Dr. Milliman is recognized internationally for his research, particularly in marketing atmospherics. He has been the invited guest speaker at international conferences such as The European International Conference on Environmental Marketing.


Turley, L.W., and Ronald E. Milliman, (2000) "Atmospheric Effects on Shopping Behavior. A Review of the Experimental Evidence," Journal of Business Research, Vol. 49, No. 2, (August) 193-211.

Milliman, Ronald E., (1997) "Marketing Services," (a review), Journal of the Academy of Marketing Science, 25 (Winter) 93-95.

Milliman, Ronald E., (1996) "The Incongruous Relationship Between the Use of the World Wide Web and the Target Market Positioning of most Retailers," Internet Marketing, 64 (November)

Milliman, Ronald E.& Douglas L. Fugate (1993), "Advertising Professional Legal Services: The Effects of Price Inclusion on Perceptions of Quality and Economic Value", Journal of Professional Services Marketing, (November) 31-36.

Milliman, Ronald E.& Douglas L. Fugate (1993), "Atmospherics as an Emerging Influence in the Design of Exchange Environments," Journal of Marketing Management, (Fall) 18-26.

Milliman, Ronald E., (1993) "Music: Its Effects on Buyer Emotions. Attitudes, and Behavior," CISAC Marketing communications Journal, Amsterdam, Holland (October) 6-14.

Milliman, Ronald E. & L. W. Turley, (1993) "Using Demographic Segmentation Variables to Identify Financial Donors for Mental Health Services," Journal of Nonprofit & Public Sector Marketing, Volume 1 (No. 2/3), 69-77.

Milliman, Ronald E. & Douglas L. Fugate and Afzalur Rahim (1991) "An Empirical Investigation into the Advertising of Legal Services," The Journal of Advertising Research, (November) 36-41.

Milliman, Ronald E. & L. W. Turley (1991) "Using Demographic Segmentation Variables to Identify Financial Donors for Mental Health Services," The Journal of Nonprofit and Public Sector Marketing, (Fall) 12-15.

Milliman, Ronald E. , (1991) "An Experiment Designed to Maximize the Profitability of Customer Directed Post-Transaction Communications," The Journal of Technical Writing and Communications, (Fall) 22-26.

Milliman, Ronald E. & Phillip J. Decker (1990) "The Use of Post-Purchase Communications to Reduce Dissonance and Improve Direct Marketing Effectiveness," Journal of Business Communication, Vol. 27, No. 2 (April)

Turley, L. W., Douglas L. Fugate, & Ronald E. Milliman, (1990) "Atmospheric Influences on Service Marketing", Journal of Midwest Marketing, (Spring)


Dr. Milliman has published articles in several national conference proceedings and marketing related professional trade journals, including the American Marketing Association, Academy of Marketing Science, The Society for Marketing Advances, The Southwest Marketing Association, The Atlantic Marketing Association, among others.

Dr. Milliman at The European International Conference on Environmental Marketing
3 Photos of Dr. Milliman at the Conference

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