Herbert Jack Rotfeld: scholar, educator & iconoclast

Herbert Jack Rotfeld
Auburn University Alumni Professor

schola gratia doctrinae
doctrina gratia eruditionis [School for the sake of education — education for the sake of learning]

Picture of Hav'too, D.Og., is linked to
her 1997 essay in Marketing Educator

This homo academicus is:

Author of Adventures in Misplaced Marketing sold by ABC-Clio/Greenwood
Former editor of Journal of Consumer Affairs (2002-2011)
Immediate Past President of American Academy of Advertising
Author of essays, commentary & literature reviews on:

»» Teaching, higher education and other campus illusions

»» Business practices against the consumers' interest

»» Marketing abused: serving the "wrong" consumer benefits

»» Marketing myths and common misunderstandings

»» Marketing regulation and self-regulation

»» Doing & publishing research: authors, editors and reviewers

»» Conference "discussants" & other bystanders

»» Businesses' too-common production orientation

Of special interest

Last editorial for Journal of Consumer Affairs, "Parting Perspectives from an Aging Editor (& thanks for all the fish)"
"A Pessimist's Simplistic Historical Perspective on the Fourth Wave of Consumer Protection," Journal of Consumer Affairs, 44 (Summer 2010): 423-9
"The Stealth Influence of Covert Marketing and Much Ado About What May Be Nothing," Journal of Public Policy & Marketing, 27 (Spring 2008): 63-8
"Toward a Pragmatic Understanding of the Advertising & Public Policy Literature," Journal of Current Issues & Research in Advertising, 29 (Spring 2007): 67-80 (co-author Marla B. Royne). reprinted with permission, CtC Press, all rights reserved
Analysis of the Limits of Self-Regulation and the Power of Media Vehicles' Standards for Acceptable Advertising, in Journal of Public Policy & Marketing, 11 (Spring 1992): 87-95
"Fear Appeals and Persuasion: Assumptions and Errors in Advertising Research," Current Issues & Research in Advertising, 11 (#1, 1988): 21-40
"The Compatibility of Advertising Regulation and the First Amendment--Another View," Journal of Marketing & Public Policy, 1 (1982): 139-47
"How I Met the Late Howard Gossage," on the disk companion for The Book of Gossage, 2nd Edition

Courses taught - "Bearing witness" to students' education

"Social & Legal Environment of Marketing Decisions" MKTG 7050/7056
"Advertising & Promotion Strategy" MKTG 7320/7326
"Marketing Student Internship" MKTG 4920
"Promotion Strategy" MKTG 4320
"Consumers' Interests & Public Policy" MKTG 4700
"Consumer Behavior" MKTG 3410

how to fail a course

Department of Marketing
Auburn University
201 Lowder Hall
405 W. Magnolia

Auburn, Alabama 36849-5246
334.844.2459
Rotfeld@auburn.edu
{Alabama is in the U.S. Central time zone}