Dr. Ron L. Coulter


Role: Faculty
Campus: Springfield

Postal mail

Missouri State University
901 S. National Ave.
Springfield, MO 65897



  • PhD, Business Administration, 1985, University of Arkansas 


  • MKT 360 Marketing Research
  • MKT 570 Advanced Marketing Research
  • MKT 770 Seminar in Marketing Research

Research and professional interests

Research interests

  • Marketing applications in logistics and transportation
  • Financial marketing
  • Travel/tourism retailing issues 


  • "Primary Learning Styles and Preferred Teaching Techniques in Marketing Education:  An Exploratory Study," co-authored with Mary K. Coulter, Robert E. Widing, and Leanne Schultz, Journal of Midwest Marketing, Vol. 5, No. 1 (Spring 1990), pp. 102-108.  This article was presented at the March 1990 Midwest Marketing Association meeting in Chicago, IL and received the "Best Paper in Marketing Education Award."
  • "Reliability and Validity Analyses of Scales Measuring Attitudes Toward Sexual Embeds in Advertising," co-authored with Robert E. Widing, Ronald Hoverstad, and David Timmerman, in Marketing:  Meeting the Challenges of the 1990's, J. Joseph Cronin, Jr. and Melvin T. Stith, editors, Tallahassee, FL:  Southern Marketing Association, November 1987, pp. 70-73.  The paper was selected as the Outstanding Paper in the Pricing and Promotion Track.

Awards and honors

  • Beta Gamma Sigma - MSU Chapter - AACSB Honorary, April 1994
  • Outstanding Reviewer Award for the Journal of the Academy of Marketing Science, 1993
  • S.M.S.U. Foundation Excellence in Research Award, 1990-91
  • Alpha Mu Alpha - National Marketing Honorary, 1990
  • Best Paper in Marketing Education Award - Midwest Marketing Association, 1990
  • Outstanding Paper Award - Promotion and Pricing Track - Southern Marketing Association, 1987
  • Nominated for Faculty Teaching Recognition Award at SMSU, 1986-87
  • Hugh G. Wales Award runner-up for top American Marketing Association Student Chapter Advisor, 1985-86 
  • Alpha Iota Delta - Decision Science Honorary, 1981
  • Sigma Iota Epsilon - Management Honorary - President Sigma Delta Chapter, 1981-1982
  • Kappa Delta Pi - Education Honorary, 1971