Terrence  Witkowski Author of Evaluating Organization Development

Terrence Witkowski

Professor of Marketing and Director, International Business Program
California State University, Long Beach

For many years my research and writing has focused on marketing and consumption history. My teaching has been in the areas of international business and international marketing. The profile image is a visual pun referring to the subtitle of my 2018 book, A History of American Consumption: Threads of Meaning, Gender, and Resistance. I am not a weaver, but am a reasonably skilled woodworker and gardener.


Chicago is my old home town.  I was born there and my family lived in the Wicker Park area until moving to Lake Villa, a few miles south of the Wisconsin state line.  Our home was on Petite Lake and as a kid I enjoyed messing around with boats in the summer and ice skating, sledding, and tobogganing in winter.  I attended Antioch High School.  After receiving my bachelor's degree in History from Northwestern University in Evanston, California beckoned and I went west to eventually receive a master's from UCLA and a doctorate from UC Berkeley.  My first full time academic position was at the University of Texas, Austin, teaching in the Department of Advertising.  I married one of my UT students, Sherri, in 1982.   We remain hitched and have two grown sons.  Also in 1982, we moved back to California where I took a position at California State University, Long Beach.  I originally taught courses in advertising and promotion strategies, but in 1991 switched to international marketing and international business.  I served as Department Chair from 1993 to 1996 and have been Director of the IB Program since 2007.  I have published articles on cross-cultural consumer research and other marketing topics, but the overlapping areas of marketing and consumption history are my primary focus.  I was Editor of the Journal of Macromarketing from January 2010 through the end of 2015 and have been the Associate Editor for marketing history since 2005.  I have been the past president of the Conference on Historical Analysis and Research in Marketing.  All you would ever want to know about my work is on my CV available through the resume link below.


    Ph.D. University of California, Berkeley, 1980
    M.S. University of California, Los Angeles, 1972
    B.A. Northwestern University, 1970

Areas of Research / Professional Expertise

    Marketing and Consumption History

Personal Interests

    I collect California paintings, antique prints, and antique silver, glass, ceramics, firearms and edged weapons.  I am a woodworking, furniture-builder, and gardener.  I enjoy hiking, bicycling, and lap swimming.



Featured Title
 Featured Title - A History of American Consumption: Witkowski - 1st Edition book cover