Dr. Forbes currently serves as the Marketing Department Chair. He is a Professor of Marketing and directs the nationally recognized sales program at WKU. He is currently the editor of the Journal of Selling and has previously served on the editorial review boards of that journal and the Journal of Personal Selling and Sales Management. He has held board positions for the University Sales Center Alliance on two occasions. His research has appeared in journals to include the Journal of the Academy of Marketing Science, the Journal of Personal Selling & Sales Management, the Journal of Selling, and the Journal of Services Marketing. He is a two- time teaching award winner, College of Business public service award winner, and recipient of the WKU Business College Vitale Award for innovation and leadership. Dr. Forbes teaches primarily in the area of sales at the undergraduate and MBA level.

Dover, Howard F., Ryan E. Freling and Lukas P. Forbes (2025), “Beyond the Script: Assessing the Effectiveness of Sales Role-Plays in Developing Selling Skills,” Journal of Selling, 25 (1): 77-90.

Loe, Terry W., Lukas P. Forbes, Scott Inks and Stefan Sleep (2024), “Enhancing Classroom Role Plays Through Experiential Learning Theory Application,” Journal of Selling, 24 (1): 66-79.

Billiot, Theresa and Lukas P. Forbes (2021), “Using the Taxonomy of Significant Learning to Enhance Business Student Empathy,” Journal of International Education in Business, Vol 14 (1): 130-143.

Inks, Scott, Kenyatta Barber, Terry W. Loe and Lukas P. Forbes (2020), “Running with Your Hair on Fire: Lessons Learned from Transitioning a National University Sales Competition from Face-to-Face to Virtual in 16 Days,” Journal of Marketing Education, Vol 42 (3): 257-271.