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Gary Kaskowitz

Gary Kaskowitz

Gary Kaskowitz

Professor of Management (2003)


  • B.S., University of Illinois
  • MBA, Averett College
  • M.A., Ph.D., University of Maryland at College Park


Office Phone: 610-861-1406
Office Location: Comenius Hall, Room 216

Areas of Research and/or Expertise

  • Branding 
  • Political Marketing
  • Storytelling and Marketing 
  • Strategic marketing principles
  • Social media marketing
  • Morality of marketing
  • Market Research
  • Marketing and culture


Gary Kaskowitz, MBA, PhD, is a Professor of Management at Moravian University in Bethlehem, PA. He is the author of Brand It Like Barack! How Barack Obama sold himself to America and what you can learn from this (ISBN: 978-1608445318).

Gary’s research and teaching focus on marketing principles, both classic and modern. Gary has developed and taught college courses on marketing management, strategic marketing, consumer behavior, market research, personal sales, storytelling and branding, and the morality of marketing. His published research includes the use of strategic and tactical marketing for small business enterprises as well as the use of involvement in gaining trust on a website. He has also done research on how different moral philosophies impact the choices marketers and managers make.

Gary has consulted for both For-Profit and Not-For-Profit organizations with an emphasis on understanding human motivation. He has worked with numerous organizations helping them better define their brands and use strategic marketing principles to acquire additional revenue and support. Always fascinated by why people make the purchase choices they make, he has spent over twenty years studying and teaching the use of emotional marketing techniques and how we can both understand and protect ourselves from them. Prior to coming to Moravian University, Gary spent over fifteen years working in government and private industry, including being a senior manager of market research at Verizon.

Gary has a BS in Computer Engineering from University of Illinois, an MBA from Averett College, and a MA and PhD in Measurement and Statistics from University of Maryland. Gary is a member of the American Marketing Association, the Marketing Sciences Institute, and the Popular Culture Association. His current work includes the use of archetypes, symbolism, mythological structure and storytelling to create powerful brands and better understand consumer psychology.

Gary teaches courses in marketing management, consumer behavior, market research, branding, the morality of marketing, and strategic marketing. He is the advisor to the Moravian Marketing Group, a marketing club that emphasizes using marketing and management skills to help campus and other organizations.

In addition to teaching and writing, Gary is a sought-after speaker. He has conducted over seventy national and international radio, newspaper, and television interviews. He was selected by the Moravian University class of 2010 to deliver that year’s commencement address. Gary is also the host of a weekly radio show (Marketing 4.0 on and is the President of Sunrise Toastmasters in Allentown, PA. Gary also maintains a blog on all aspects of branding and strategic marketing ( In his spare time, Gary enjoys outdoor activities (mostly summer!), photography and theatre.

Recent Activities

Most recently Gary has focused on how college students, Small and Medium Enterprises, Professionals, and Not-For-Profits (i.e., the smaller market player) can better use strategic marketing principles for growth. Recent talks include:

2011 - Discovering Your Brand Identity. Presented at Lehigh Valley Consultants Forum, August, 2011.

2012 - BAGELS and Branding: How to Create Ultimate Customer Loyalty While Loving Every Minute of Your Business Life. Presented at Action Coach Growth Club Workshop.

2012 - Branding Your Cause / Measuring Your Impact. Presented at Leadership Lehigh Valley Summit for Success Non-Profit Workshop.

2013 - Crossing the Threshold: How Disney World transports its guests from the profane to the sacred. Accepted for the national conference of the Popular Culture Association, Washington, D.C. (March, 2013).