George R. Milne
Associate Professor of Marketing
(413) 545-5669 / (413) 687-3525
milne@mktg.umass.edu
Ph.D., Business, University of North Carolina-Chapel Hill, 1990
M.A., Economics, University of Utah, 1984
B.S.,  Economics, University of Utah 1982

Dr. Milne has been on the faculty of the University of Massachusetts Amherst since 1992.  He has also held visiting positions at the University of North Carolina Chapel Hill and University of Canterbury, Christchurch, NZ. 

The majority of Dr. Milne’s research efforts have been focused on issues pertaining to consumer information privacy, database marketing and interactive marketing.  Also, he has written on marketing strategy, niche marketing and sports marketing.  Overall, Dr. Milne has published 39 articles in journals such as the Journal of Marketing, Journal of Public Policy and Marketing, Journal of Academy of Marketing Science, Journal of Interactive Marketing, Marketing Letters, Journal of Business Research, Journal of Consumer Affairs, Information Society, Journal of Sport Management, plus others.   For a list of papers available for download, click here.  

Dr. Milne’s primary research in the area of consumer privacy has focused on exchange relationships between marketers and consumers, privacy notice compliance and readability, and identity theft.  For a list of widely cited articles in privacy click here.

In the area of sport marketing, Dr. Milne has co-authored two books published by Jones and Bartlett.  They are Sport Marketing: Managing the Exchange Process and Cases in Sport Marketing.

Recently, Dr. Milne has started research in the areas of natural versus artificial consumption, mindful consumption issues and multiple selves.  Consistent with this new stream of research, he is developing skills in photo and video analysis, metaphor analysis, and other qualitative approaches.

Dr. Milne’s teaching expertise is in marketing research, marketing management, and Internet marketing.  In 1993 he won the college outstanding teaching award.  He has designed several online courses and have taught online since 2002.    At the doctoral level he has chaired seven completed dissertations (Mary Ellen Gordon, Rajiv Kashyap, Mark McDonald, Jay Gladden, Andrew Rohm, and Henry Greene) and is currently serving as the chair for Cory Cromer’s Dissertation.