Skip to main content
Lehigh Home
  • Store
  • Give
  • Visit
  • Apply
Lehigh University logo Lehigh University logo Go to homepage
College of Business
    • Lehigh Business
    • Undergraduate
    • Graduate
    • Executive Education
    • Alumni
    • About
    • Centers
    • Faculty & Research
    • Faculty Recruitment
    • Events Calendar
    • News & Insights
    • Lehigh Business Magazine
    • Directory
    • Departments
    • Accounting
    • Decision & Technology Analytics
    • Economics
    • Finance
    • Management
    • Marketing
    • Undergraduate
    • Degree Programs
    • B.S. Business and Economics
    • B.S. Integrated Business and Engineering
    • B.S. Computer Science and Business
    • Majors
    • Accounting
    • Business Analytics
    • Business Information Systems
    • Economics
    • Finance
    • Management
    • Marketing
    • Supply Chain Management
    • Minors
    • Business
    • Business Information Systems
    • Economics
    • Entrepreneurship
    • FinTech
    • Management
    • Marketing
    • Real Estate
    • Supply Chain Management
    • Graduate
    • Master's Programs
    • One-Year Full-Time MBA (1-MBA)
    • 1-MBA/Master of Public Health (MPH) Dual Degree
    • Part-Time FLEX MBA (on campus and online)
    • Part-time FLEX MBA & Educational Leadership (MBA online | Education on campus)
    • Part-time FLEX MBA & Engineering (on campus and online)
    • MS in Applied Economics
    • MS in Business Analytics
    • MS in Financial Engineering
    • Accelerated MS in Financial Engineering (for LU undergraduates)
    • MS in Management
    • Dual Degree Specialty Masters
    • Ph.D. Program
    • Ph.D. in Business & Economics
    • Executive Education
    • Programs for Individuals
    • Programs for Organizations
Lehigh Business

Breadcrumb

  1. Home
  2. Directory

James M. Maskulka

Associate Professor

James M. Maskulka

Marketing
Office: RBC 361
jmm1@lehigh.edu
610-758-4774
Fax: 610-758-6941

Courses Taught

  • Global Marketing
  • Integrated Marketing Communications
  • Principles of Marketing

Curriculum Vitae

James M. Maskulka's teaching interests include: global marketing, principles of marketing and directing the Lehigh in Belgium Study Abroad Program for 28 years. He serves on several editorial boards and his current research interests include: co-creation and the sharing economy, emerging markets and brand management. His consulting interests include: marketing management, brand management, marketing strategy, and marketing communications with an emphasis on media effectiveness research.

Over the last thirty plus years he has made numerous presentations covering a wide variety of seminar topics. He has also participated in a number of consulting experiences with firms such as: General Motors, PP&L, AT&T, and Sure-Fit, Inc.; trade associations such as: Point-of-Purchase International (POPAI), the Outdoor Advertising Association of America (OAAA) and the trade publication Advertising Age. He has also received a number of competitively determined awards funding participation at both academic and business conferences.

Professor Maskulka continues to actively work with firms and non-profit organizations in the areas of strategy development, media planning and customer engagement. He is a member of numerous professional academic organizations and is a past member of the board of directors of the United Cerebral Palsy of Lehigh Valley.

Education

  • Youngstown State University, B.S.B.A., M.B.A.
  • Kent State University, D.B.A.

Research Interests

  • Marketing strategy 
  • Value co-creation 
  • Brand strategy 
  • Media effectiveness

  • Thode, Stephen F. and Larry W. Taylor (with James M. Maskulka ) “Information Asymmetries in the Pricing of Fine Wines", International Journal of Wine Marketing, Vol. 14 Number 1, 2002, pp. 5 -13.
  • Bergenstock , Donna J. (with James M. Maskulka ), “The De Beers Diamond Story: Are Diamonds Forever?” Business Horizons, Volume 44, Number 3, pp. 37-44 (May-June 2001).
  • Thode , Stephen F. (with James M. Maskulka ) “Place-Based Marketing Strategies, Brand Equity and Vineyard Valuation”, Journal of Product and Brand Management, Volume 7 Number 5 pp. 379-399. (1998).
  • Thode , Stephen F. (with James M. Maskulka ) “A Brand Equity Strategy for Ultra-Premium California Wines”, International Journal of Wine Marketing, Volume 8, Number 3/4, pp. 5-22. (1997).
  • Maskulka , James M. (with Charles S. Gulas ). "The Gray Market: A Marketing Perspective," Business, January - March 1987, pp. 25-31.
  • Maskulka , James M. (with Michael Y. Hu ). "Bankers' Response to the ETC Act : Attitudes and Degree of Internationalization," Journal of Business Research, Vol. 15, 1987, pp.191-200.
Lehigh University logo Lehigh University logo Go to homepage
College of Business
Rauch Business Center | 621 Taylor Street | Bethlehem, PA 18015 USA
  • Instagram
  • Twitter
  • Facebook
  • LinkedIn
  • YouTube