As an adolescent Lusch moved with his mother, father, and two sisters to Tucson, Arizona.
After working at the University of Oklahoma for 26 years, including 5 years as the Dean of its business school (1987 to 1992), Lusch became the Dean of the M.J. Neeley School of Business at Texas Christian University in 2000.
By that time, Lusch had written 14 books and published 150 articles in a variety of professional journals.
[citation needed] In 2004, Lusch became the head of the "marketing department at the University of Arizona's business school.
He has advised and consulted with Adolph Coors, Arvest Bank, Cotter & Company, Household Finance, Ford Motor Company, Fleming Companies, National Association of Wholesalers, National Retail Hardware Association, Retail Floor Covering Institute, TG&Y, True Value, and Winn's Stores.