Marketing Research
Resume:
TERRENCE HENRY WITKOWSKI
Professor of Marketing
College of Business Administration
California State University, Long Beach
Long Beach, CA 90840
PERSONAL DATA
Date of Birth: October 26, 1948
Marital Status: Married, Two children
Home Address: 3041 Copa de Oro Drive, Los Alamitos, CA 90720
562/985-4766 Work 562/985-5543 FAX 562/598-6241 Home
Telephone:
E-mail: *****@*****.*** Website: www.csulb.edu/~witko
EDUCATION
Ph.D. Business Administration (Marketing emphasis) - University of California at Berkeley, 1980
M.S. Management (Marketing emphasis) - University of California at Los Angeles, 1972
B.A. History - Northwestern University, 1970
ACADEMIC EMPLOYMENT
Professor, Department of Marketing, California State University, Long Beach, 1989 to present. Currently teach
International Business, International Marketing, Marketing in Developing Countries, Graduate Seminar in
International Marketing, Seminar in Globalization and Global Business (Graduate), Short-term Studies Abroad
(to Germany, China, Vietnam and Thailand), and Directed Studies (Graduate and Undergraduate). Have also
taught Principles of Marketing, International Marketing Management (Europe), Marketing Concepts (Graduate),
Intercultural Business Communications (Graduate), and The Global Food Industry (Graduate).
Associate Professor, Department of Marketing, California State University, Long Beach, 1982-1989. Granted
tenure, 1986. Taught Introduction to Advertising, Promotion Strategies, Marketing Management, Marketing
Concepts (Graduate), Graduate Seminar in Advertising, and Directed Studies (Graduate and Undergraduate).
Instructor, Department of Advertising, The University of Texas at Austin, 1978-1982. Taught Introduction to
Advertising, Advertising and Society, Advertising Campaigns, and Individual Special Studies.
Associate, School of Business Administration, University of California at Berkeley, 1976-1977. Taught
Introduction to Marketing and Introduction to Advertising.
Lecturer, School of Business and Economics, California State University, Hayward, 1976. Taught Graduate
Seminar in Consumer Behavior.
Terrence Henry Witkowski 2
ADMINSTRATIVE ASSIGNMENTS
Director, International Business Programs, College of Business Administration, California State University,
Long Beach, August 2007 to date. Responsibilities include advising IB majors, staffing short-term study abroad
classes, and coordinating Singapore program.
Chair, Department of Marketing, California State University, Long Beach, June, 1993- December, 1996.
Responsibilities included scheduling, hiring part-time faculty, managing the department budget, and student
advising. Edited Departmental Self-Study (1993), organized series of German-American Marketing Workshops
(1993-1996), and mentored visiting scholar from South Korea (1995-1996).
PUBLISHED RESEARCH
Articles in Refereed Journals:
1. Witkowski, Terrence H. (2012), Marketing Education and Acculturation in the Early 20th Century:
Evidence from Polish Language Texts on Selling and Salesmanship, Journal of Historical Research in
Marketing, 4 (1), 97-128.
2. Witkowski, Terrence H. (2010), The Marketing Discipline Comes of Age, 1934-1936, Journal of
Historical Research in Marketing, 2 (November), 370-396.
Received Emerald Literati Network Award for Excellence as the outstanding article published in the
Journal in 2010.
3. Witkowski, Terrence H. (2010), "A Brief History of Frugality Discourses in the United
States," Consumption, Markets and Culture, 13 (September), 235-258.
4. Witkowski, Terrence H. and Sabine B. Reddy (2010), Antecedents of Ethical Consumption Activities in
Germany and the United States, Australasian Marketing Journal, 18, 8-14.
5. Minowa, Yuko and Terrence H. Witkowski (2009), "State Promotion of Consumerism in Safavid Iran: Shah
Abbas I and Royal Silk Textiles," Journal of Historical Research in Marketing, 1 (2), 295-317.
6. Witkowski, Terrence H. (2009), General Book Store in Chicago, 1938 1947: Linking Neighborhood to
Nation, Journal of Historical Research in Marketing, 1 (1), 93-121.
7. Witkowski, Terrence H. (2007), Food Marketing and Obesity in Developing Countries: Analysis, Ethics,
and Public Policy, Journal of Macromarketing, 27 (June), 126-137.
Received 2009 Charles C. Slater Memorial Award for the article deemed to have made the most
significant contribution to the Journal, volumes 27-28.
8. Witkowski, Terrence H. (2005), Fair Trade Marketing: An Alternative System for Globalization and
Development, Journal of Marketing Theory and Practice, 13 (Fall), 22-33.
9. Witkowski, Terrence H., (2005) Sources of Immoderation and Proportion in Marketing Thought,
Marketing Theory, 5 (June), 221-231.
10. Witkowski, Terrence H. (2005), Anti-Global Challenges to Marketing in Developing Countries: Exploring
the Ideological Divide, Journal of Public Policy & Marketing, 24 (Spring), 7-23.
Terrence Henry Witkowski 3
11. Witkowski, Terrence H. (2004), "Re-Gendering Consumer Agency in Mid-Nineteenth-Century America: A
Visual Understanding," Consumption, Markets, and Culture, 7 (September), 261-283.
12. Witkowski, Terrence H., Yulong Ma, and Dan Zheng (2003), "Cross-Cultural Influences on Brand Identity
Impressions: KFC in China and the United States," Asia Pacific Journal of Marketing and Logistics, 15
(1/2), 74-88.
13. Witkowski, Terrence H. (2003), "World War II Poster Campaigns: Preaching Frugality to American
Consumers, Journal of Advertising, 32 (Spring), 69-82.
14. Witkowski, Terrence H. and Mary F. Wolfinbarger (2002), "Comparative Service Quality: German and
American Ratings Across Service Settings," Journal of Business Research, 55 (November), 875-881.
15. Witkowski, Terrence H. (1999), "The Early Development of Family Purchasing Roles in America, 1750-
1840," Journal of Macromarketing, 19, (December), 104-114.
16. Witkowski, Terrence H. and Eric J. Thibodeau (1999), "Personal Bonding Processes in International
Marketing Relationships," Journal of Business Research, 46 (November), 315-325.
17. Hansen, Eric L. and Terrence H. Witkowski (1999), "International New Venture Founders: Who Are
They?," New England Journal of Entrepreneurship, 2 (Spring), 11-18.
18. Witkowski, Terrence H. and Joachim Kellner (1998), "Convergent, Contrasting, and Country-Specific
Attitudes toward TV Advertising in Germany and the United States," Journal of Business Research, 42
(June), 167-174.
19. Witkowski, Terrence H. (1998), "The Early American Style: A History of Marketing and Consumer
Values," Psychology and Marketing, 15 (March), 125-143.
20. Witkowski, Terrence H. (1996), "Farmers Bargaining: Buying and Selling as a Subject in American Genre
Painting, 1835-1868," Journal of Macromarketing, 16 (Fall), 84-101.
21. Witkowski, Terrence H. (1994), "A Marketing History of American Pewter and Its Competitors," Journal of
Macromarketing, 14 (Spring), 45-53.
22. Witkowski, Terrence H. (1991), "Promise Them Anything: A Cultural History of Cigarette Advertising
Health Claims," Journal of Current Issues and Research in Advertising, 13 (2), 393-409.
23. Witkowski, Terrence H. (1990), "Marketing Thought in American Decorative Arts," Journal of the Academy
of Marketing Science, 18 (Fall), 365-368.
24. Witkowski, Terrence H. (1989), "Colonial Consumers in Revolt: Buyer Values and Behavior During the
Nonimportation Movement, 1764-1776," Journal of Consumer Research, 16 (September), 216-226.
25. Witkowski, Terrence H. (1989), "History's Place in the Marketing Curriculum," Journal of Marketing
Education, (Summer), 54-57.
Terrence Henry Witkowski 4
Articles in Foreign Language Journals:
1. Laberenz, Helmut, Terrence H. Witkowski, and Angela Borchert (2006), "Lebensmittelmarketing aus
Verbrauchersicht: Ein deutsch-amerikanisches Meinungsbild," Ern hrung im Fokus ( The Consumer View
of Food Marketing: a German-American Opinion Survey, Focus on Nutrition), 6 (December), 342-347.
2. Falkowski, Andrzej, Bohdan Roznowski, and Terrence H. Witkowski (1996), "Etnocentryzm konsumencki
nowe wyzwanie dla marketingu (1) and (2)" Marketing I Rynek ("Consumer Ethnocentrism New
Challenges for Marketing (1) and (2)," Marketing and Market), (March), 2-4 and (April), 6-11.
Editorial Articles in Refereed Journals:
1. Witkowski, Terrence H. (2009), Introduction to the Special Issue: Marketing History at the Center
Papers from the 2007 CHARM, Journal of Macromarketing, 29 (March), 5-6.
2. Witkowski, Terrence H. (2007), In This Issue: The Future of Marketing s Past, Journal of
Macromarketing, 27 (March), 1-2.
3. Witkowski, Terrence H. (2005), Introduction to the Special Issue on the History of Marketing Thought,
Marketing Theory, 5 (September), 235-237.
4. Witkowski, Terrence H., (2005) "Cross-Cultural Consumer and Business Research: An Introduction to
the Special Section," Journal of Business Research, 58 (January), 70-71.
Chapters in Edited Books:
1. Witkowski, Terrence H. and D. G. Brian Jones (2006), Qualitative Historical Research in Marketing, in
Handbook of Qualitative Research Methods in Marketing, Russell W. Belk, ed., Cheltenham, UK: Edward
Elgar Publishing, 70-82.
2. Witkowski, Terrence H. (1994), "Data Sources for American Consumption History: An Introduction,
Analysis, and Application," in Research in Marketing: Explorations in the History of Marketing,
Supplement 6, Jagdish Sheth and Ronald A. Fullerton, eds., Greenwich, CT: JAI Press, Inc., 167-182.
3. Witkowski, Terrence H. (1992), "Neat 'N Tidy: Fine Accessories," in Cases in Advertising Management,
Terence Nevett, ed., Lincolnwood, IL: NTC Publishing Group, 259-279.
Papers in Conference Proceedings:
1. Witkowski, Terrence H. (2011), Early Brand Development in the U.S. Firearms Industry, in Marketing
History: Voyaging to the New World: Proceedings of the 15th Biennial Conference on Historical Analysis
and Research in Marketing, Leighann C. Neilson, ed., Hamden, CT: Quinnipiac University, 194-209.
2. Witkowski, Terrence H. (2010), Gun Culture USA: A Macromarketing Perspective. Proceedings of the
35th Annual Macromarketing Conference, Terri Rittenburg and Mark Peterson, eds., Laramie, WY: The
Macromarketing Society and the University of Wyoming, 229-254.
3. Witkowski, Terrence H., Hieu Nguyen, and Huyen Thi Pham (2010), Marketing Education in Viet Nam: A
Review and Agenda for Development." Proceedings of the 11th ISMD International Conference on Markets
and Development, Hanoi, Vietnam (CD-ROM, no page numbers).
Terrence Henry Witkowski 5
4. Witkowski, Terrence H. and Sabine Reddy (2009), Antecedents of Ethical Consumption Activities in
Germany and the United States, in Rethinking Marketing in a Global Economy: Proceedings of the 34th
Annual Macromarketing Conference, Terrence H. Witkowski, ed. Kristiansand, Norway: The
Macromarketing Society, Inc. and the University of Agder, 123-132.
5. Witkowski, Terrence H. (2009), The Art of Commerce According to American Norms : Two Early Polish
Language Texts on Selling and Salesmanship, in Marketing History: Strengthening, Straightening and
Extending, Richard A. Hawkins, ed., Leicester, UK: Conference on Historical Analysis & Research in
Marketing, 311-321.
4. Witkowski, Terrence H. (2009), Strategic Management of an Offshore Degree Program: SWOT Analysis
and Action Plans in Proceedings of the Western Decision Sciences Institute Thirty-Eighth Annual Meeting,
Nafisseh Heiat, ed., Kauai, HI: WDSI (CD-ROM, no page numbers).
5. Witkowski, Terrence H. and D. G. Brian Jones (2008), Historiography in Marketing: Its Growth, Structure
of Inquiry, and Disciplinary Status, in Business and Economic History On-Line: Papers Presented at the
BHC Annual Meeting, William J. Hausman, ed. http://www.h-
net.org/~business/bhcweb/publications/BEHonline/beh.html.
6. Minowa, Yuko and Terrence H. Witkowski (2008), Voluptuous Dialogues from a Gathering in the Garden:
Women to Consume, Women to be Consumed in 17th Century Persia, in Moving Beyond Binary
Oppositions: Exploring the Tapestry of Gender in Consumer Research and Marketing: Proceedings of the
9th ACR Conference on Gender, Marketing, and Consumer Behavior, Shona Bettany, Susan Dobscha, Lisa
O Malley, and Andrea Prothero, eds., Boston, MA: Simmons College (CD-ROM, no page numbers).
7. Witkowski, Terrence H. (2008), Global Food Marketing Systems and Local Cultural Change in the
Developing World, in Macromarketing: Systems, Causes, and Consequences: Papers of the 33rd Annual
Macromarketing Conference, William E. Kilbourne and John D. Mittelstaedt, eds., Clemson, SC: The
Macromarketing Society and Clemson University, 263-277.
8. Witkowski, Terrence H. (2006), One Village One Product: Government Programs for Local Development
through Global Marketing, in Portal to the Pacific: Public Policy in the International Arena 2006
Marketing and Public Policy Conference Proceedings, Ingrid M. Martin, David W. Stewart, and Michael
Kamins, eds., Chicago: American Marketing Association, 54-62.
9. Witkowski, Terrence H., Horst Seider, and Helmut Laberenz (2006), Consumer Attitudes Toward Food
Marketing Policy Issues in Germany and the United States, Sustainable Marketing Leadership:
Proceedings of the 35th European Marketing Academy Conference, George J. Avlonitis, Nikolaos
Papavassiliou, and Paulina Papastathopoulou, eds. Athens: Athens University of Economics and Business,
203 (full paper in attached CD-ROM).
10. Witkowski, Terrence H. (2005), Food Marketing and Obesity in Developing Nations: Analysis, Ethics, and
Public Policy, in Proceedings of the 9th International Conference on Marketing and Development,
Paschalina (Lilia) Ziamou and Yorgos Zotos, eds., Thessaloniki, Greece: Aristotle University of
Thessaloniki (CD-ROM, no page numbers).
11. Witkowski, Terrence H. (2003), What Would Jesus Drive?: Frugality Sermons in American Consumer
Culture, in Marketing to Diverse Cultures: Proceedings of the 28th Annual Macromarketing
Conference, William H. Redmond, ed., Bowling Green, OH: Bowling Green State University, 75-91.
Terrence Henry Witkowski 6
12. Lauren M. Duda and Terrence H. Witkowski (2003), "Piracy of U.S. Motion Pictures in Developing
Countries: Conduct, Remedies, and Future Prospects," in Proceedings of the 8th International Conference on
Marketing and Development: Globalization, Transformation, and Quality of Life, Clifford Shultz, Don R.
Ratz, and Mark Speece, eds., Rijeka, Croatia: Faculty of Economics, University of Rijeka, 14-25.
13. Witkowski, Terrence H., Yulong Ma, and Dan Zheng (2001), "Cultural Influences on Brand Identity
Impressions: KFC in China and the United States," in Proceedings of the 8th Cross-Cultural Research
Conference, Scott M. Smith, ed., Provo, UT: Brigham Young University (CD-ROM, no page numbers)
14. Witkowski, Terrence H. (2001), "Chinese Products in the U.S. Market: Historical Perspectives on Brand
Identity Development," in Globalization and Equity: The Proceedings of the 26th Annual Macromarketing
Conference, Don R. Rahtz and Pierre McDonagh, eds., Williamsburg, VA: The College of William & Mary,
55-69.
15. Witkowski, Terrence H. and Mary F. Wolfinbarger (2001), "The Formality Dimension of Service Quality in
Thailand and Japan," in Advances in Consumer Research, Vol. XXVIII, Mary C. Gilly and Joan Meyers-
Levy, eds. Valdosta, GA: Association for Consumer Research, 153-160.
16. Witkowski, Terrence H. (2001), "The Commercial Building as a Promotional Tool in American Marketing
History, 1800 - 1940," in Milestones in Marketing History, Terrence H. Witkowski, ed., Long Beach, CA:
Association for Historical Research in Marketing, 199-210.
17. Witkowski, Terrence H. (2000), "Effects of Animosity Toward China on Willingness to Buy Chinese
Products," in Managing in a Turbulent International Business Environment, Gary N. McClean, Erdener
Kaynak, and Oscar A. Aliaga eds., Hummelstown, PA: The International Management Development
Association, 470-477.
18. Witkowski, Terrence H. and Ellen Hogan (1999), "Home Front Consumers: An Oral History of California
Women During World War II" in Marketing History: The Total Package, Peggy Cunningham and David
Bussiere, eds., East Lansing: Michigan State University, 151-164.
19. Witkowski, Terrence H. (1999), "Painting the Domestication of Consumption in 19th-Century America," in
Advances in Consumer Research, Vol. XXVI, Eric Arnould and Linda Scott, eds., Provo, UT: Association
for Consumer Research, 644-651.
20. Witkowski, Terrence H. (1998), "The American Consumer Home Front During World War II," in Advances
in Consumer Research, Vol. XXV, Joseph W. Alba and J. Wesley Hutchinson, eds., Provo, UT: Association
for Consumer Research, 568-573.
21. Witkowski, Terrence H. (1998), "Consumer Ethnocentrism in Two Emerging Markets: Determinants and
Predictive Validity," in Advances in Consumer Research, Vol. XXV, Joseph W. Alba and J. Wesley
Hutchinson, eds., Provo, UT: Association for Consumer Research, 258-263.
22. Witkowski, Terrence H., Mary F. Wolfinbarger, and Joachim Kellner (1997), "Comparative Service Quality:
German and American Ratings of Five Different Service Settings," in Proceedings of the Sixth Symposium
on Cross-Cultural Consumer and Business Studies, Scott M. Smith, ed., Provo, UT: Brigham Young
University, 290-296.
23. Kellner, Joachim and Terrence H. Witkowski (1995), "Convergence, Cultural Difference, and Country-
Specific Segments: A Comparative Survey of Attitudes Toward TV Advertising in Germany and the United
Terrence Henry Witkowski 7
States," in Proceedings of the Fifth Symposium on Cross-Cultural Consumer and Business Studies, Scott M.
Smith, ed., Provo, UT: Brigham Young University, 190-197.
24. Hansen, Eric L. and Terrence H. Witkowski (1995), "Entrepreneur Involvement in International Marketing:
The Effects of Overseas Social Networks and Perceived Barriers to Action," in Research at the Marketing/
Entrepreneurship Interface, Vol. 8, Gerald E. Hills, Daniel F. Muzyka, Glenn Omura, and Gary A. Knight,
eds., Chicago: The University of Illinois at Chicago, 363-367.
25. Witkowski, Terrence H. (1994), "A Marketing History of American Pewter and Its Competitors," in
Contemporary Marketing History, Jeffrey B. Schmidt, Stanley C. Hollander, Terence Nevett, and Jagdish N.
Sheth, eds., East Lansing: Michigan State University, 27-37.
26. Witkowski, Terrence H. (1993), "The Polish Consumer in Transition: Shopping Warsaw's Street Vendors
and Open Air Markets," in Advances in Consumer Research, Vol. XX, Leigh McAlister and Michael L.
Rothschild, eds., Provo, UT: Association for Consumer Research, 13-17.
27. Witkowski, Terrence H. (1991), "A Writer's Guide to Historical Research in Marketing," in Marketing
History -- Its Many Dimensions, Charles R. Taylor, Steven W. Kopp, Terence Nevett, and Stanley C.
Hollander, eds., East Lansing: Michigan State University, 13-22. (Reprinted in International Library of
Critical Writings in Business History: Marketing, Stanley C. Hollander and Kathleen M. Rassuli, eds.,
Cheltenham, UK: Edward Elgar Publishing, 1993.)
28. Witkowski, Terrence H. and Yoshito Yamamoto (1991), "Omiyage Gift Purchasing by Japanese Travelers in
the U.S.," in Advances in Consumer Research, Vol. XVIII, Rebecca H. Holman and Michael R. Solomon,
eds., Provo, UT: Association for Consumer Research, 123-128.
29. Witkowski, Terrence H. (1989), "Probate and Property: Written and Material Data Sources for
Consumption History," in Marketing History: The Emerging Discipline, Terence Nevett,
Kathleen R. Whitney, and Stanley C. Hollander, eds., East Lansing: Michigan State University, 120-131.
30. Witkowski, Terrence H. (1986), "Consumer Research in Retrospect: An Analysis of the American Silver
Market, 1750-1800," in Developments in Marketing Science, Vol. IX, Naresh K. Malhotra, ed., Atlanta:
Academy of Marketing Science, 16-21.
31. Witkowski, Terrence H. (1985), "Marketing Silver in the 18th Century," in Marketing in the Long Run,
Stanley C. Hollander and Terence Nevett, eds., East Lansing: Michigan State University, 200-209.
32. Witkowski, Terrence H. (1985), "Cigarettes, Women, and Children: Lessons Learned from Three
Advertising Controversies," in Marketing Education in the Information Age, David L. Kurtz and Robert H.
Collins, eds., Reno: Western Marketing Educators' Association, 53-56.
33. Witkowski, Terrence H. (1984), "Why Interest Groups Attack Advertising: A Social-Psychological
Interpretation," in Beyond 1984 in Marketing Education, Bruce J. Walker and David L. Kurtz, eds., Palm
Springs: Western Marketing Educators' Association, 52-55.
34. Nicosia, Franco M. and Terrence H. Witkowski (1975), "The Need for a 'Sociology of Consumption,'" in
Broadening the Concept of Consumer Behavior, Gerald Zaltman and Brian Sternthal, eds., Atlanta: The
Association for Consumer Research, 8-24. (Reprinted by the Institute of Business and Economic Research,
IBER Series no. 119, University of California at Berkeley).
Terrence Henry Witkowski 8
35. Witkowski, Terrence H. (1975), "An Experimental Comparison of Women's Self and Advertisement
Image," in 1974 Combined Proceedings, Ronald C. Curhan, ed., Chicago: American Marketing
Association, 431-434.
Abstracts in Conference Proceedings:
1. Denegri-Knott, Janice, Terrence H. Witkowski, and Gina Pipoli (2011), Marketeando: Domesticating
Marketing Education the Peruvian Way, in The New World: Macromarketing Yesterday, Today, and
Tomorrow, William Redmond, ed., Williamsburg, VA: The Macromarketing Society, Inc., 403-405.
2. Witkowski, Terrence H. (2011), The Visual Politics of U.S. Firearms Culture, in 2011 Marketing and
Public Policy Conference Proceedings: Emerging Concerns in an Increasingly Interconnected World,
Elizabeth Howlett, John Kozup, and Jeremy Kees, eds., Chicago: American Marketing Association, 177-
178.
3. Witkowski, Terrence H. (2007), The American Marketing Journal, the National Marketing Review, and the
Intellectual Origins of the Journal of Marketing, in Marketing History at the Center, Blaine J. Branchik,
ed., Hamden, CT: Conference on Historical Analysis and Research in Marketing Association, 298-299.
4. Witkowski, Terrence H. (2005), The Intersection of Neighborhood and Nation: General Book Store in
Chicago, 1938 1947, in The Future of Marketing s Past, Leighann C. Neilson, ed., Long Beach, CA:
Association for Historical Research in Marketing, 360-363.
5. Witkowski, Terrence H. (2004), Marketing in Developing Nations: Anti-global vs. Neo-Liberal Policy
Implications, in Marketing and Public Policy: Research Reaching New Heights, Debbie Scammon, Marlys
Mason, and Rob Mayer, eds., Chicago: American Marketing Association, 149-152.
6. Witkowski, Terrence H. (1999), "Religiosity and Social Meaning in Wearing Islamic Dress," in Proceedings
of the Seventh Cross-Cultural Research Conference, Scott M. Smith, ed., Provo, UT: Brigham Young
University (CD-ROM, no page numbers).
7. Witkowski, Terrence H. (1997), "Gendered Patterns of Consumption in the Early American Household,
1750-1825," in Marketing History Knows No Boundaries, D. G. Brian Jones and Peggy Cunningham eds.,
East Lansing: Michigan State University, 173-174.
8. Witkowski, Terrence H. and Eric J. Thibodeau (1996), "Toward a Grounded Theory of International
Marketing Relationships," in Proceedings of the 1996 International Conference on Relationship Marketing,
Jagdish N. Sheth and Albrecht Soellner, eds., Berlin: Humboldt Universitaet, 3-4.
9. Witkowski, Terrence H. (1995), "Going to Market: Images of Buying and Selling in Nineteenth-Century
American Art," in Marketing History: Marketing's Greatest Empirical Experiment, Kathleen M. Rassuli,
Stanley C. Hollander, and Terence R. Nevett, eds., East Lansing: Michigan State University, 301.
10. Witkowski, Terrence H. and Ewa T. Enrique (1994), "Understanding the New Polish Consumer: Cultural
Continuities in the Midst of Change," in Enhancing Knowledge Development in Marketing, Vol. 5, Ravi
Achrol and Andrew Mitchell, eds., Chicago: American Marketing Association, 427-428.
11. Witkowski, Terrence H. (1994), "The Wild West in the Consumer Imagination," in Advances in Consumer
Research, Vol. XXI, Chris T. Allen and Deborah Roedder John, eds., Provo UT: Association for Consumer
Research, 251.
Terrence Henry Witkowski 9
Book Reviews:
1. The Marketplace of Revolution: How Consumer Politics Shaped American Independence by T.H. Breen,
Journal of Macromarketing, 26 (June), 2006, 105-110.
2. Public Markets and Civic Culture in Nineteenth-Century America by Helen Tangires, Winterthur Portfolio,
39 (Winter), 2004, 284-288.
3. A Consumers Republic: The Politics of Mass Consumption in Postwar America by Lizabeth Cohen,
Journal of Macromarketing, 23 (December), 2003, 112-114.
4. Imagining Consumers: Design and Innovation from Wedgwood to Corning by Regina Lee Blaszczak,
Journal of the Academy of Marketing Science, 30 (Winter), 2002, 92-93.
5. Consumer Culture and Modernity by Don Slater, Journal of Macromarketing, 17 (Spring), 1998, 83-86.
6. The Total Package: The Evolution and Secret Meanings of Boxes, Bottles, Cans, and Tubes by Thomas
Hine, Journal of Macromarketing, 16 (Spring), 1996, 149-152.
7. Mechanical Brides: Women and Machines from Home to Office by Ellen Lupton and Produce and
Conserve, Share and Play Square: The Grocer and the Consumer on the Home-Front Battlefield during
World War II edited by Barbara McLean Ward, Winterthur Portfolio, 30 (Spring), 1995, 98-101.
8. Product-Country Images: Impact and Role in International Marketing edited by Nicolas Papadopoulos and
Louise A. Heslop, Journal of Macromarketing, 14 (Spring), 1994, 79-81.
9. Advertising and the Transformation of American Society, 1865-1920 by Frank D. Norris, Journal of
Macromarketing, 11 (Spring), 1991, 66-68.
10. Does It Pay to Advertise?: Cases Illustrating Successful Brand Advertising by John Philip Jones, Journal of
Marketing, 54 (October), 1990, 124-125.
11. Marketing and Semiotics: New Directions in the Study of Signs for Sale by Jean Umiker-Sebeok, ed.,
Journal of Marketing, 53 (October), 1989, 114-116.
12. Culture and Consumption: New Approaches to the Symbolic Character of Consumer Goods and Activities
by Grant McCracken, Winterthur Portfolio, 24 (Spring), 1989, 79-81.
13. Advertising, The Uneasy Persuasion by Michael Schudson, Journal of Advertising, 14 (4), 1985, 66-67.
14. The Booze Merchants: The Inebriating of America by Michael Jacobson, George Hacker, and Robert Atkins,
Journal of Advertising, 14 (1), 1985, 61-62.
15. "Description, Insight, and Theory: A Review of Three Advertising Texts," Journal of Marketing, 45
(Spring), 1981, 156-158.
Other Publications:
1. Witkowski, Terrence H. (2011), Commentary on the Macromarketing, Ethics, and Social Responsibility
Works of Shelby D. Hunt, in Legends in Marketing: Shelby D. Hunt, Vol. 5, Scott J. Vitell, ed., New
Delhi: Sage Publications India, 213-216.
Terrence Henry Witkowski 10
2. Witkowski, Terrence H., Editor (2009), Rethinking Marketing in a Global Economy: Proceedings of the
34th Annual Macromarketing Conference, Kristiansand, Norway: The Macromarketing Society, Inc. and
the University of Agder, 585 pages.
3. Witkowski, Terrence H. (2006, 2008), In This Issue: Marketing History, Journal of Macromarketing, 26
(June), 5-6; 28 (September), 213-214.
4. Witkowski, Terrence H., Editor (2001), Milestones in Marketing History: Proceedings of the 10th
Conference on Historical Analysis and Research in Marketing, Long Beach, CA: Association for Historical
Research in Marketing, 245 pages.
5. Witkowski, Terrence H. and Joachim Kellner (1996), "How Germans and Americans Rate Their Banking
Services," Marketing News, 30 (October 7), 7.
6. Witkowski, Terrence H., (1995), "Hosting a German-American Marketing Workshop," Marketing Educator,
14 (Winter), 1, 8.
7. Witkowski, Terrence H. (1989), "Self-Regulation Will Suppress Direct Marketing's Dark Side," Marketing
News, 23 (April 24), 4.
8. Witkowski, Terrence H. (1981), Determinants of Advertising Regulation Attitudes: The Alcoholism Field
and Alcohol Advertising, Ann Arbor, MI: University Microfilm International.
REVIEWS OF MY WORK
1. Matteliano, Eleanor, "Business Meets Academia: A Talk with Terrence Witkowski, Professor of Marketing
at California State University, Long Beach," Long Beach Business Journal, Vol. XV, No. 6, March 28-April
10, 2000, p. 29.
2. Manly, Richard, "Witkowski Finds Research and Roots in Warsaw," Inside CSULB, Vol. 44, No. 24,
November 24, 1992, pp. 1, 6.
RESEARCH IN PROGRESS
1. Denegri-Knott, Janice, Terrence H. Witkowski, and Gina Pipoli, Marketeando: Domesticating Marketing
Education the Peruvian Way. Invited revision and resubmission to the Journal of Macromarketing special
issue on the Globalization of Marketing Ideology.
2. Minowa, Yuko and Terrence H. Witkowski, The Roman Games and Consumption Rituals. Invited
revision and resubmission to the Journal of Historical Research in Marketing special issue on Marketing
Sport Through the Ages.
3. Robert A. Henning and Terrence H. Witkowski, The Advertising of E. Remington & Sons: The Creation of
a National Brand, 1854-1888. Invited revision and resubmission to the Journal of Historical Research in
Marketing. In progress.
4. Witkowski, Terrence H., Trade Ceramics, the Antiquities Market, and the Preservation of Southeast Asia s
Cultural Heritage. Submitted to 12th Bi-Annual Conference (ICMD-12) of the International Society on
Markets and Development, Casablanca, Morocco, May 21 25, 2012.
Terrence Henry Witkowski 11
5. Witkowski, Terrence H. and Kenneth B. Yap, Courtesy and Kindness: Social Marketing and Cultural
Control in Singapore. Paper submitted to the 2012 Macromarketing Conference, Berlin, June 13-16, 2012.
In progress.
6. Bail n, Jaime, Janice Denegri-Knott, Carrie Hodges, and Terrence H. Witkowski, Chicha Aesthetics as
Marketing Aesthetic. Paper submitted to the 2012 Macromarketing Conference, Berlin, June 13-16, 2012.
In progress.
CONFERENCE PRESENTATIONS
1. The Journal of Macromarketing and Sustainability Research. Presented at the 5th Annual International
Conference on Business & Sustainability, Portland State University, November 2-4, 2011.
2. Marketeando: Domesticating Marketing Education the Peruvian Way (with Janice Denegri-Knott and
Gina Pipoli). Presented at the 36th Annual Macromarketing Conference, College of William and Mary,
Williamsburg, VA, June 5-8, 2011.
3. The Visual Politics of U.S. Firearms Culture. Presented at the Marketing and Public Policy Conference,
Washington, DC, June 2-4, 2011.
4. Early Brand Development in the U.S. Firearms Industry. Presented at the 15th Biennial Conference on
Historical Analysis and Research in Marketing (CHARM), New York City, May 19-22, 2011.
5. Managerial and Ethical Challenges in an Offshore Degree Program. Presented at the Comparative
and International Education Society (CIES) Western Regional 2010, California State University, Long
Beach, October 14-16, 2010.
6. Visual Aspects of U.S. Firearms Culture. Presented at the 9th International Colloquium on Arts, Heritage,
Non Profit and Social Marketing, Kings College, London, September 10, 2010.
7. Gun Culture USA: A Macromarketing Perspective. Presented at the 35th Annual Macromarketing
Conference, University of Wyoming, Laramie, June 9-12, 2010.
8. The Marketing Field and the Great Depression. Presented at special session How Can Marketing
Scholars and the Institution of the Business School Drive Ahead with Market Meltdowns in the Rear-View
Mirror? AMA Winter Marketing Educators Conference, New Orleans, LA, February 19-22, 2010.
9. Marketing Education in Viet Nam: A Review and Agenda for Development" (with Hieu Nguyen and
Huyen Thi Pham). Presented at the 11th ISMD International Conference on Markets and Development,
Hanoi, Vietnam, January 5-8, 2010.
10. The Ethics of Food Marketing and Development: An Historical Perspective. Presented at the IREMAS-
LaSalle Beauvais Conference, Food Marketing and Ethics Today, Paris, France, December 3-4, 2009.
11. Antecedents of Ethical Consumption Activities in Germany and the United States (with Sabine B. Reddy).
Presented at the 34th Annual Meeting of the Macromarketing Society, University of Agder, Kristiansand,
Norway, June 4-7, 2009.
12. The Art of Commerce According to American Norms : Two Early Polish Language Texts on Selling and
Salesmanship. Presented at the Conference on Historical Analysis and Research in Marketing, University
of Leicester, UK, May 28-31, 2009.
Terrence Henry Witkowski 12
13. Strategic Management of an Offshore Degree Program: SWOT Analysis and Action Plans. Presented at
the Western Decision Sciences Institute Thirty-Eighth Annual Meeting, Kauai, HI, April 7-11, 2009.
14. Global Food Marketing Systems and Local Cultural Change in the Developing World. Presented at the
33rd Annual Meeting of the Macromarketing Society, Clemson University, Clemson, SC, June 4-7, 2008.
15. Historiography in Marketing: Its Growth, Structure of Inquiry, and Disciplinary Status (with D. G. Brian
Jones). Presented at the Business History Conference, Sacramento, CA, April 10-12, 2008.
16. The American Marketing Journal, the National Marketing Review, and the Intellectual Origins of the
Journal of Marketing. Presented at the 13th Conference on Historical Analysis and Research in Marketing,
Duke University, Durham, NC, May 17-20, 2007.
17. Understanding the Cultural Footprint of Global Food Marketing in Developing Countries. Poster
presented at the Conference on Corporate Responsibility and Global Business, London Business School,
July 13-14, 2006.
18. One Village One Product: Government Programs for Local Development through Global Marketing.
Presented at the Marketing and Public Policy Conference, Long Beach, CA, June 10-12, 2006.
19. Consumer Attitudes Toward Food Marketing Policy Issues in Germany and the United States (with Horst
Seider and Helmut Laberenz). Presented at the 35th Conference, European Marketing Academy, Athens,
Greece, May 23-26, 2006.
20. Food Marketing and Obesity in Developing Nations: Analysis, Ethics, and Public Policy. Presented at the
9th International Conference on Marketing and Development, Thessaloniki, Greece, June 8-11, 2005.
21. The Intersection of Neighborhood and Nation: General Book Store in Chicago, 1938 1947. Presented at
the 12th Conference on Historical Analysis and Research in Marketing, Long Beach, California, April 28-
May 1, 2005. (An earlier version, Neighborhood Retailing in Chicago: General Book Store, 1938-1947,
presented at the Annual Conference, Centre for the History of Retailing and Distribution, University of
Wolverhampton, UK, September 15-16, 2004.)
22. Marketing in Developing Nations: Anti-global vs. Neo-Liberal Policy Implications. Presented at the
Marketing and Public Policy Conference, Salt Lake City, UT, May 20-22, 2004.
23. What Would Jesus Drive?: Frugality Sermons in American Consumer Culture. Presented at the 27th
Annual Macromarketing Conference, Groton, CT, August 11-14, 2003.
24. "Piracy of U.S. Motion Pictures in Developing Countries: Conduct, Remedies, and Future Prospects" (with
Lauren M. Duda). Presented at the 8th International Conference on Marketing and Development, Bangkok,
Thailand, January 4-7, 2003.
25. "Cultural Influences on Brand Identity Impressions: KFC in China and the United States" (with Yulong Ma,
and Dan Zheng). Presented at the 8th Cross Cultural Research Conference, Turtle Bay, Oahu, Hawaii,
December 12-15, 2001.
26. "Chinese Products in the U.S. Market: Historical Perspectives on Brand Identity Development." Presented
at the 25th Annual Macromarketing Conference, College of William and Mary, Williamsburg, VA, August
7-10, 2001.
Terrence Henry Witkowski 13
27. "The Commercial Building as a Promotional Tool in American Marketing History, 1800 - 1940." Presented
at the 10th Conference on Historical Analysis and Research in Marketing, John W. Hartman Center for Sales,
Advertising & Marketing History, Duke University, May 17-20, 2001.
28. "Effects of Animosity Toward China on Willingness to Buy Chinese Products." Presented at the Ninth
Annual World Business Congress, International Management Development Association, San Jos, Costa
Rica, December 14-16, 2000. Nominated for "Best Paper" award (5 out of 70 papers were so nominated).
29. "The Formality Dimension of Service Quality in Thailand and Japan" (with Mary F. Wolfinbarger).
Presented at the Annual Conference, Association for Consumer Research, Salt Lake City, UT, October 19-
22, 2000.
30. "Religiosity and Social Meaning in Wearing Islamic Dress." Presented at the 7th Cross-Cultural Research
Conference, Cancun, Mexico, December 12-15, 1999.
31. "Home Front Consumers: An Oral History of California Women During World War II" (with Ellen Hogan).
Presented at the 9th Conference on the History of Marketing and Marketing Thought, East Lansing, MI, May
13-16, 1999.
32. "Painting the Domestication of Consumption in 19th-Century America." Presented at the Annual
Conference, Association for Consumer Research, Montreal, Canada, October 1-4, 1998.
33. "A Conceptual Model of National Service Quality." Presented at the 23rd Macromarketing Conference,
West Greenwich, RI, August 13-15, 1998.
34. "Comparative Service Quality: German and American Ratings of Five Different Service Settings" (with
Mary Wolfinbarger and Joachim Kellner). Presented at the Sixth Symposium on Cross-Cultural Consumer
and Business Studies, Honolulu, HI, December 10-13, 1997.
35. "The American Consumer Home Front During World War II." Presented at the Annual Conference,
Association for Consumer Research, October 16-19, 1997, Denver, CO.
36. "Consumer Ethnocentrism in Two Emerging Markets: Determinants and Predictive Validity." Presented at
the Annual Conference of the Association for Consumer Research, October 16-19, 1997, Denver, CO.
37. "Gendered Patterns of Consumption in the Early American Household, 1750-1825." Presented at the Eighth
Conference on Historical Research in Marketing and Marketing Thought, Kingston, ON, Canada, May 22-
25, 1997.
38. "The Effects of Consumer Ethnocentrism on Domestic and Foreign Brand Preferences in Poland" (with
Andrzej Falkowski and Bohdan Roznowski). Poster presented at the Annual Conference, Association for
Consumer Research, Tucson, AZ, October 10-13, 1996.
39. "Toward a Grounded Theory of International Marketing Relationships" (with Eric J. Thibodeau). Presented
at the 1996 International Conference on Relationship Marketing, Humboldt Universitaet zu Berlin,
Germany, March 29-31, 1996.
40. "Convergence, Cultural Difference, and Country-Specific Segments: A Comparative Survey of Attitudes
toward TV Advertising in Germany and the United States" (with Joachim Kellner). Presented at the Fifth
Symposium on Cross-Cultural Consumer and Business Studies, Hong Kong, December 11-13, 1995.
Terrence Henry Witkowski 14
41. "Going to Market: Images of Buying and Selling in Nineteenth-Century American Art." Presented at the
Seventh Conference on Historical Research in Marketing & Marketing Thought, Fort Wayne, IN, May 25-
28, 1995.
42. "Understanding the New Polish Consumer: Cultural Continuities in the Midst of Change" (with Ewa T.
Enrique). Presented at the AMA Marketing Educators' Conference, San Francisco, CA, August 6-9, 1994.
43. "Technological Innovation in the Marketing Environment: Cultural Determinants, Barriers, Facilitators, and
Consequences." Presented at the 18th Annual Macromarketing Conference, West Greenwich, RI, August 12-
15, 1993.
44. "A Marketing History of American Pewter and Its Competitors." Presented at the Sixth Conference on the
History of Marketing and Marketing Thought, Atlanta, GA, May 22-25, 1993.
45. "The Polish Consumer in Transition: Shopping Warsaw's Street Vendors and Open Air Markets." Presented
at the Annual Conference, Association for Consumer Research, Vancouver, BC, Canada, October 8-11,
1992.
46. "Early American Reproductions: The Manufacture, Marketing, and Consumption of Authenticity."
Presented at the AMA Winter Educators' Conference, San Antonio, TX, February 15-18, 1992.
47. "A Writer's Guide to Historical Research in Marketing." Presented at the Fifth Conference on Historical
Research in Marketing and Marketing Thought, East Lansing, MI, April 19-21, 1991.
48. "Gendered Patterns of Consumption in the Early American Household, 1750-1825." Presented at the First
Conference on Family/Household Behavior: Consumption and Production Perspectives, Irvine, CA, March
28-30, 1991. (Received "Best Paper Award" from Conference Committee.)
49. "Omiyage Gift Purchasing by Japanese Travelers in the U.S." (with Yoshito Yamamoto). Presented at the
Annual Conference, Association for Consumer Research, New York, NY, October 4-7, 1990.
50. "Cultural Interpenetration and Consumption Behavior: History, Processes, and Prospects" (with Alan R.
Andreasen). Presented at the 15th Annual Macromarketing Seminar, Malvern, PA, August 8-12, 1990.
51. "Probate and Property: Written and Material Data Sources for Consumption History." Presented at the
Fourth Conference on Historical Research in Marketing and Marketing Thought, Charleston/Mt. Pleasant,
SC, April 29-May 1, 1989.
52. "Marketing Misconduct and Its Causes: The Case of Cigarette Advertising Health Claims Before 1955."
Presented at the 13th Annual Macromarketing Conference, San Jose, CA, August 11-14, 1988.
53. "History's Place in the Marketing Curriculum." Presented at the Tenth Annual AMA International Collegiate
Conference, Faculty Track Program, New Orleans, LA, April 15-16, 1988. (Named "Outstanding Paper in
Curriculum Track" by the American Marketing Association.)
54. "Consumer Research in Retrospect: An Analysis of the American Silver Market, 1750-1800." Presented at
the Tenth Annual Conference of the Academy of Marketing Science, Anaheim, CA, April 30 - May 3, 1986.
55. "Marketing Silver in the 18th Century." Presented at the Second Workshop on Historical Research in
Marketing, East Lansing, MI, April 28-30, 1985.
Terrence Henry Witkowski 15
56. "Cigarettes, Women, and Children: Lessons Learned from Three Advertising Controversies." Presented at
the Ninth Annual Conference of the Western Marketing Educators' Association, Reno, NV, April 18-20,
1985.
57. "Advertising Images of Thinness." Presented at the Annual Meeting of the Popular Culture Association,
Louisville, KY, April 3-6, 1985.
58. "Why Interest Groups Attack Advertising: A Social-Psychological Interpretation." Presented at the Eighth
Annual Conference of the Western Marketing Educators' Association, Palm Springs, CA, April 26-28, 1984.
59. "The Alcohol Advertising Controversy Is Still Brewing." Presented at the Annual Meeting of the Popular
Culture Association, Toronto, Canada, March 29-April 1, 1984.
60. "Reflections of Material Culture: Advertising During the Civil War Era." Presented at the Annual Meeting
of the Popular Culture Association, Wichita, KS, April 23-27, 1983.
61. "Getting Women to Smoke: Cigarette Advertising in the 1920s." Presented at the Annual Meeting of the
Popular Culture Association, Louisville, KY, April 14-18, 1982.
62. "An Experimental Comparison of Women's Self and Advertisement Image." Presented at the AMA
Marketing Educators' Conference, Portland, OR, August 11-14, 1974.
63. "The Need for a 'Sociology of Consumption'" (with Franco M. Nicosia). Presented at the Annual
Conference, Association for Consumer Research, Boston, MA, November 8-11, 1973.
PROFESSIONAL SERVICE
Invited Lectures:
The Macromarketing Field and Its Journal, Department of Marketing, City University of Hong Kong, July 25,
2011.
Historical Research in Marketing and Development, ISMD Doctoral Seminar on Markets and Development,
National Economics University, Hanoi, Vietnam, January 4, 2010.
Crises in Food Marketing in the Developing World: Mitigating Under- and Over-Nutrition, Deakin University
Conference on Crises, Organisations, and Development, Melbourne, Australia, August 21, 2009.
The Methodology Behind the Madness of Marketing History, School of Business, Quinnipiac University,
Hamden, CT, April 7, 2006.
Qualitative Historical Research in Marketing, Doctoral Seminar in Marketing, Thammasat University,
Bangkok, Thailand, January 20, 2006.
Business and Economic Development in Southeast Asia: A Study Tour of Vietnam and Thailand (with S.V.
Le), International Brown Bag Lunch, Center for International Education, California State University, Long
Beach, March 17, 2005.
Obesity and Food Marketing in Developing Countries: Policy Analysis and Recommendations,
Thammasat University, Bangkok, Thailand, January 20, 2005.
Terrence Henry Witkowski 16
Marketing and Economic Development: Historical, Political, and Ethical Dimensions, Hamburg
University of Applied Sciences, Hamburg, Germany, June 8, 2004.
Visualizing Frugality: World War II Poster Art and the American Consumer, special presentation at the
11th Conference on Historical Analysis and Research in Marketing, Michigan State University, May 15 -18,
2003.
The Four Ps of Global Motion Picture Piracy & How to Manage Them, College of Business Administration
Leadership Roundtable, California State University, Long Beach, November 1, 2002.
"Chinese Products in the U.S. Market: Historical Perspectives on Brand Identity Development," Qingdao
University, Qingdao, China, June 7, 2001.
"Cal State Long Beach Faculty Visit Exchange University in China: New Opportunities, New Friendships (with
Jutta Birmele), International Brown Bag Lunch, Center for International Education, California State University,
Long Beach, October 18, 2000. (Also presented to the Long Beach-Qingdao Sister Cities Association, July 13,
2000).
"U.S. Cultural Values," "Negotiating with Americans," and "U.S. Attitudes Toward China and Chinese
Products," Qingdao University, Qingdao, China, May 24 and 26, 2000.
"Comparative Service Quality in the U.S. and Germany"(with Mary Wolfinbarger), CBA Research Seminar,
California State University, Long Beach, April 23, 1998.
"The American Consumer Home Front During World War II," Odense University, Odense, Denmark, May 28,
1997.
"Trading with Poland: Perspectives and Opportunities," Trading with Your Homeland, California State
University, Long Beach, University College and Extension Services, World Trade Center, November 3, 1995.
"Present Conditions and Future Perspectives on U.S. Retailing," Japan Tobacco Study Teams, California State
University, Long Beach, May 16 & 23, June 20, 1995, October 25, November 8 & 15, 1994.
"Developing Linkages with Foreign Institutions: Case of California State University, Long Beach Hosting a
German-American Marketing Workshop," CIBER California State University Fullerton, Symposium, Teaching
of International Business and Foreign Languages: Content and Pedagogy, CA, February 24, 1995.
"Understanding the New Polish Consumer: Cultural Continuities in the Midst of Change" and "The Pursuit of
Happiness: 75 Years of American Marketing," Catholic University of Lublin, Lublin, Poland, May 26, 1994.
"A Brief History of Marketing in the U.S.," Johann Wolfgang Goethe University, Frankfurt, Germany, May 17,
1994 and Eberhard-Karls-University, Tubingen, Germany, May 24, 1994.
"Marketing: What's Hot, What's Not in Poland and Eastern Europe," Poland: The Continuing Success (Seminar
sponsored by U.S.-Poland Chamber of Commerce, Export Small Business Development Center, and AT&T),
Los Angeles, April 26, 1994.
"Understanding the New Polish Consumer," U.S.-Poland Chamber of Commerce, Southern California, Los
Angeles, December 7, 1993. (Also presented to Polish American Business and Professional Club, Pasadena,
January 14, 1994 and to the Brown Bag Luncheon, Center for International Education, California State
University, Long Beach, September 21, 1994.)
Terrence Henry Witkowski 17
"Negotiating Strategies for a Global Marketplace," Chinese Training Program, California State University, Long
Beach, March 11, 1993.
"Cross-Cultural Business Negotiations," "The Japanese Travel Market and Traveler Behavior," "The Transition
from Communism to Capitalism: The Polish Experience," "Direct Marketing I: Introduction and Management
Concepts," and "Direct Marketing II: Media Alternatives," Seminar in Skills and Development, Programa de
Maestria en Administracion, Universidad Autonoma de Guadalajara, Mexico, November 23-27, 1992.
"Marketing, Direct Marketing, and Media Marketing," "Customer-Centered Strategic Marketing Planning in the
American Market," and "American Advertising and Promotion," Educational Program for the People's Republic
of China Trade Cooperation Delegation, California State University, Long Beach, November 14, 1989, January
12, 14, 1990.
"Analysis, Planning, Action: An Introduction to Marketing Management," Bellflower Unified School District,
Bellflower, CA, August 20, 1987.
"Promotion and Advertising in the American Market," 1984 International Institute in Management Sciences,
California State University, Long Beach, CA, August 8, 1984.
"The Alcohol Advertising Controversy Is Still Brewing," Food, Drugs, Alcohol: Addictions of the '80s Teaching
Institute, California State University, Long Beach, March 22-23, 1984.
"The Alcoholism Field, Alcohol Problems, and Alcohol Advertising," Seminar on Alcohol and Drug Research,
School of Public Health, University of California, Berkeley, CA, May 29, 1979.
Editor and Editorial Review Boards:
Editor, Journal of Macromarketing (January 1, 2010 to date). History Section Editor (2005 to date).
Editor of Journal of Macromarketing special issues on The Future of Marketing s Past (March, 2007) and
Marketing History at the Center (March, 2009).
Editor of Marketing Theory special issue on New Perspectives on the History of Marketing Thought
(September, 2005).
Editor of Journal of Business Research special section on Cross-Cultural Consumer and Business Research
(January, 2005).
Editorial Review Boards: Journal of Macromarketing (1991 to date), Marketing Theory (2004 to date),
Management & Organizational History (2006 to date), and Journal of Historical Research in Marketing
(2007 to date).
Other Reviewing: Academy of Marketing Science World Marketing Congress (1994); AMA Marketing
and Public Policy Conference (2006, 2011); AMA Summer Educators' Conference, macromarketing track
(1991) and internet marketing track (2003); AMA Winter Educators Conference (1992, 1994, 2006); Annual
Conferences, Association for Consumer Research (1998-2003); European Conferences, Association for
Consumer Research (2001, 2003); Business Insights (1992); Annual Macromarketing Conferences (1993,
1994, 1997, 2001, 2004, 2009, 2011); Biennial Conferences on Historical Analysis and Research in
Marketing (1989, 1991, 1993, 1995, 1999, 2001, 2003, 2005, 2007, 2009, 2011); 8th and 9th Cross Cultural
Research Conferences (2001; 2003); Contemporary Economic Policy (2001); International Marketing
Review (2003); Journal of Business Research (2000, 2006); Journal of Consumer Research (1990, 1993-
Terrence Henry Witkowski 18
1996, 2000-2001); Journal of International Business Studies (2006); Journal of Marketing Education
(1997); 7th Research Symposium on Marketing and Entrepreneurship (1994); Research in Consumer
Behavior "Consumption in Marketizing Economies" (1993); International Journal of Research in Marketing
(1992); First Conference on the Cultural Dimension of International Marketing (1992); First Conference on
Family/Household Behavior: Consumption and Production Perspectives (1991); Western Marketing Educators'
Association Conferences (1984-1987); Winterthur Portfolio (1992).
Conference Discussant: "Marketing's Odyssey Into the 21st Century: A Pause for Reflection on the History
of the Discipline," AMA Summer Marketing Educators' Conference (2001). "Consumer Survival and the
Consumption Experience," AMA Winter Marketing Educators' Conference (1995); "The Wild West in the
Consumer Imagination," Annual Conference, Association for Consumer Research (1993); Advertising
Disclosures: A Socio-Historical Perspective," AMA Summer Marketing Educators' Conference (1991); "The
Role of History in the Marketing Curriculum," 5th Conference on Historical Research in Marketing (1991); "The
Changing Face of Poland," California State University, Long Beach (1990), "Ethical Values and
Macromarketing," 13th Annual Macromarketing Conference (1988); "Faculty Track Program," 10th Annual AMA
International Collegiate Conference (1988); "Marketing Faculty; Their Evaluation," Western Marketing
Educators' Conference (1986).
Additional Conference Service: Program Chair of the 2009 Macromarketing Seminar. Arrangements Chair
for 12th Conference on Historical Analysis and Research in Marketing (2005). Program Chair for 11th
Conference on Historical Analysis and Research in Marketing (2003). Responsibilities included review and
disposition of 48 submissions and arranging program. Program Chair for 8th Cross Cultural Research Conference
(2001). Responsibilities included arranging program and editing special section on cross-cultural research for
Journal of Business Research. Area Coordinator (North and South America) for 7th Cross-Cultural Research
Conference (1999). Responsible for review and disposition of 42 submissions. Organized and chaired session,
"The Art of Consumption: Paintings and Consumer Culture," Annual Conference, Association for Consumer
Research (1998). Area Coordinator (North and South America) for 6th Symposium on Cross-Cultural Consumer
and Business Studies (1997). Responsible for review and disposition of 52 submissions. Advisory Board
Member for the Conference on Historical Analysis and Research in Marketing (1991 to date). Session Chair
(Consumption and Consumer Theory in History), 8th and 10th Conferences on Historical Analysis and Research
in Marketing (1999, 2001). Session Chair (Television Advertising Issues) for 5th Symposium on Cross-Cultural
Consumer and Business Studies (1995). Organized and chaired session, "The Wild West in the Consumer
Imagination," at the Annual Conference, Association for Consumer Research (1993). Area Chair (Advertising
and Public Relations) for Popular Culture Association (1983-1985). Responsibilities included soliciting papers,
organizing panels, writing synopses of presentations, and presiding over panels at the annual meetings. Twenty-
nine papers were presented at the 1985 meeting; fourteen were presented at the 1984 meeting.
Faculty Advisor: California State University, Long Beach, Collegiate Chapter of the American Marketing
Association (1984-1990) and CSULB Chapter of AIESEC (1996-1998).
Public Service: Member of the Mayor and City Council's Task Force on Retail and Auto Sales and Chairman
of the Coordination Committee, City of Long Beach (1987). Program consultant for KLON-FM 88, California
State University, Long Beach (1984). Advertising Consultant for Office of Traffic Safety, Texas State
Department of Highways and Public Transportation (1979). Produced a series of public service announcements
for radio on the topic of alcohol problems, a project for the Division of Student Affairs, The University of Texas
at Austin (1978). Served as a volunteer marketing consultant for small, minority-owned businesses in Los
Angeles (1971-1972).
Terrence Henry Witkowski 19
AWARDS AND HONORS
1. Received Fulbright Senior Specialist Grant to lead seminars and consult on curriculum at Rajamangala
University of Technology, Bangkok Technical and other Campuses, Thailand, January 5 - 22, 2006.
2. Awarded Sabbatical Leave, California State University, Long Beach, Fall, 2004, Fall, 1997, and Fall, 1990.
3. Received "Certificate of Appreciation" for contribution as an Outstanding Competitive Paper Reviewer for
the Annual Conference, Association for Consumer Research, Montreal, Canada, October 1-4, 1998.
4. Awarded one-step Performance Salary Step Increments, March, 1996 and December, 1997.
5. Received Stanley C. Hollander Best Paper Award for "Gendered Patterns of Consumption in the Early
American Household, 1750-1825," a paper presented at the Eighth Biennial Marketing History Conference,
1997.
6. Selected for membership in Phi Beta Delta (Alpha Chapter), the honor society for international scholars,
October, 1996.
7. Awarded grant ($1500) from the Center for International Business Education and Research, San Diego State
University for study/research trip to Germany and Poland, May, 1994.
8. Awarded Spring 1994 Mini-Grant ($2250) from the Scholarly and Creative Activities Committee, California
State University, Long Beach, for research on "The Vietnamese-American Consumer: Shoppi
Contact this candidate