Herbert Jack
Rotfeld's Essays & Other Stuff
Published in
academic journals, newspapers, magazines, professional newsletters and
Internet commentary lines,
these examine the conventional
wisdom of business education, discuss common marketing practices,
comment on the role of advertising and
marketing in modern society, and critically
assess the
nature of higher education activities. Several of these have been
reprinted in books and academic journals; some have been translated and
published in other languages.
Last editorials
in Journal of Consumer
Affairs
Teaching,
higher education and other
campus illusions
"
Please
Waste Your Money On Me,"
The
Irascible Professor (January 11, 2005)
"
Classes
for the Sake of Research,"
AMS
Quarterly, 6 (January 2004): 12
"School
for the Sake of Football," Columbus
Ledger-Enquirer (October 14, 2001): F3
"
Evaluating
the Point of Grades,"
AMS Quarterly, 4 (June 2000): 7
"
Lights!!
Cameras!! Powerpoint!! Now. . . Lecture!!"
AMS Quarterly, 3
(February 2000): 7
"
More
Eclectic
Stories I Didn't Want to Hear,"
AMS Quarterly, 3 (November
1999): 8
"
The Life of
Homo
Academicus,"
Marketing Educator, 18 (Summer 1999): 4
"
Directives for
Quality Control of Faculty Activity,"
AMS Quarterly, 3
(Spring 1999): 5
"
Marketing
Wisdom of Dagwood, Hagar or Charlie Brown,"
AMS Quarterly,
2 (December 1998): 5
"
Hello, Bird,
I'm Learning Ornithology,"
Marketing Educator, 17 (Fall
1998): 4, 6
"
Libraries,
Learning and Dirty Sandals,"
Marketing Educator, 17 (Summer
1998): 1, 8
"
Grades, Grief
and
Gratuitous Genial Graduations,"
Marketing Educator, 17
(Spring 1998):
8, 10
"
Are These
Lists Really Necessary?"
Marketing Educator, 17 (Winter
1998): 6
"
Schola
Gratia Doctrinae [school for the sake of education],"
Marketing
Educator, 16 (Summer 1997): 2
"
Students Need
More From Professors Than Facts,"
Mobile Register (November
17, 1996): 1D, 4D
"
Excuse Me, I
Thought You Had a Ph.D."
Marketing Educator, 15 (Summer
1996): 7
"
Phantom
Disabilities,"
Mobile Register
(May 12, 1996): 1C, 4C
"
Are You a
Comedian?"
Marketing Educator, 15 (Spring 1996): 3
"
Noticing the
Students' Notes Not Written,"
Marketing Educator, 14 (Fall
1995): 8, 11
"
Why
Students Should Study Marketing,"
Marketing
News, 29 (July 17, 1995): 8
"
How Students
Choose a Marketing Major,"
Marketing Educator, 14 (Spring
1995): 1,3
"
Marketing
Degrees and the Illusion of Job Training,"
Marketing Educator,
14 (Winter 1995): 3
"
Chris: A
Professor's Memory,"
Marketing Educator, 13 (Fall 1994): 4
"
Confusions
& Assumptions
of Marketing Scholarship,"
Marketing Educator,
13 (Winter 1994): 2, 8
"
What Should
Marketing Students Learn?"
Marketing Educator,
12 (Spring 1993): 1,6
"
Marketing
Educators Must Become More Scholarly,"
Marketing News, 19
(July 19, 1985):
35-6
"
A
Pessimist's Simplistic Historical Perspective on the Fourth Wave of
Consumer Protection,"
Journal of
Consumer Affairs, 44 (Summer 2010): 423-9
"
Function
and Problems of Brand Name Pharmaceuticals,"
Journal of Product & Brand Management,
18 (#4, 2009): 240-1
"
Mistaking
Demographic Segments for People: Another Source of Customer
Abuse,"
Journal of Consumer Marketing,
24 (#6, 2007): 332-3
"
Movie
Theaters' Suicide-by-Advertising With Income from Abusing Customers,"
Journal of Consumer Marketing,
23 (#7, 2006): 480-2
"
Depending
on the Kindness of Strangers,"
Journal
of Consumer Affairs, 40 (Winter 2006): 407-9
"
It's
Just Business,"
Journal of
Consumer Affairs, 40 (Summer 2006): 196-9
"
For
the Drugs We Need,"
Journal of
Consumer Marketing, 22 (#7, 2005): 365-8
"
Consumers,
People and Kim,"
Journal of
Consumer Affairs, 38 (Winter 2004): 355-8
"
The
Consumer as Serf,"
Journal of
Consumer Affairs, 38 (Summer 2004): 188-191
"
Information
You
Can't Use,"
Journal of Consumer Affairs, 36 (Winter 2002):
299-302
"
'Mine is
the Blue One on the Left': Function and
Dysfunction of Pharmaceutical Brand Names,"
Journal of Consumer
Marketing, 19
(#5, 2002): 377-9
"
Slapping
Down
Dangerous Information,"
Journal of Consumer Affairs, 36
(Summer 2002): 127-30
"
Wham!
Spam! And Direct Misplaced Marketing,"
Journal of Consumer
Marketing, 16
(#1, 1999): 7-8
"
Model
Numbers Meant to Confuse Shoppers,"
Marketing News, 31
(December 8,
1997): 11
Marketing abused: serving the
"wrong"
consumer benefits
"
The Largest
Segments That Should Not
Be Served: Higher
Education Marketing Serving the Growing Slacker Segment,"
Journal of Consumer Marketing, 25
(#6, 2008): 378-80.
"
Mistaking
a Marketing Perspective for Ethical Analysis: When Consumers Can't
Know What They Should Want,"
Journal of Consumer Marketing,
24 (#7, 2007): 383-4
"
And a Comedian
Shall Show Journalists the Way,"
Journal
of Consumer Marketing, 22 (#3, 2005): 119-20
"
The
Cynical Use of Marketing to the Unwitting Consumer,"
Journal of
Consumer Marketing, 22
(#2, 2005): 60-1
"
'It
Hurts. Fix It.' The Patients' Lament and Unhealthy Medical Care
Marketing,"
Journal of Consumer
Marketing, 20 (#1, 2003): 7-9
"
Marketing's
Potential
Harm to Education,"
AMS Quarterly, 4 (May 2001): 14
"
When
Marketing Misplaces the Benefits of Education,"
Journal of
Consumer Marketing, 16
(#5, 1999): 415-7
"
Are We
Teachers or Job Trainers,"
AMS Quarterly, 2 (August 1998):
2
"
Gratuitous
Graduations,"
Mobile Register (March 22, 1998): 1D, 4D
"
What Do
Students Want?"
Marketing Educator, 13 (Spring 1994): 1, 4
"
The Marketing
Myths and Consumers' Fear of Marketing,"
Journal of Consumer Marketing, 26
(#5, 2009): 309-10
"
Imitation
as the Sincerest Form of Ignorance,"
Journal of Consumer Marketing, 25
(#4, 2008): 254-5
"
Financial
Aliteracy,"
Journal of Consumer
Affairs, 42 (Summer 2008): 306-9
"
The
Stealth Influence of Covert Marketing and Much Ado About What May
Be Nothing,"
Journal of Public
Policy & Marketing, 27 (Spring 2008): 63-8
"
A
Snapshot or a Painting? Metaphors, Myths, Misuses and
Misunderstandings of Marketing Research Information by Journalists
and
Other People Who Should Know Better, "
Journal of Consumer Marketing,
22
(#1, 2005): 4-5
"
Political
Polls, Samples and Research Misinformation,"
AMS Quarterly,
6 (November 2004):
10
"
Misuse
and Misdirection of
Sex in Advertising,"
Journal of
Consumer Marketing, 20 (#3, 2003): 189-91
"
Who Do
You Hire When the Advertising Audience Isn't You?"
Journal of
Consumer Marketing, 20
(#2, 2003): 87-9
"
The Social Harm
of Public Service Advertising,"
Journal
of Consumer Marketing, 19 (#6, 2002): 465-7
"
The Real
Reason for the Real Bad Advertising,"
Journal of Consumer
Marketing, 19
(#4, 2002): 299-301
"
Imagine the
Television Commercial: 'No Stems, No Seeds That You Don't Need,
Baja
Gold's a Real Smooth Weed',"
Journal
of Consumer Marketing, 18 (#5, 2001): 389-91
"
The
Textbook Effect: Conventional Wisdom, Myth, and Error in
Marketing,"
Journal of Marketing,
64 (April 2000): 122-6
"
Social
Marketing and Myths of Appeals to Fear,"
Journal of
Consumer Marketing,
16 (#2, 1999): 119-21
"
Fear
of Audience Segmentation,"
Journal
of Marketing, 63 (January 1999): 121-3
"
Condom
Companies Face Unfair Marketing Limitations,"
Marketing News,
32 (May 11, 1998):
14
"
Public
Broadcasting Should Not Seek the Largest Audience,"
Marketing
News, 32 (February 16,
1998): 15
"Fear
Appeals and Persuasion: Assumptions and Errors in Advertising Research,"
Current Issues & Research in
Advertising, 11 (#1, 1988): 21-40
"Privacy
Crimes, Annoyances and Self-Defeating
Business Practices," Journal of
Consumer Affairs, 43 (Fall 2009): 538-42
"
Health
Information Consumers Can't or Don't Want to Use,"
Journal of Consumer Affairs, 43
(Summer
2009):
373-7
"Toward
a
Pragmatic Understanding of the Advertising & Public Policy
Literature," Journal of Current
Issues and Research in Advertising, 29 (Spring 2007): 67-80
(co-author Marla Royne)
"
Do-Not-Call
as the U.S. Government's Improvement to Telemarketing Efficiency,"
Journal
of Consumer Marketing, 21
(#4, 2004): 242-4
"
Desires
Versus the Reality of Self-Regulation,"
Journal of Consumer
Affairs, 37 (Winter 2003): 424-7
"
The Boob
Tube: U.S. Networks Avoid Bare-Breasted Commercials,"
Marketing
News, 32 (April 13,
1998): 7
"
Media
Managers Mustn't Allow Ads That Mislead Consumers,"
Marketing
News, 32 (March 16,
1998): 14
"
'Ban on
Liquor Ads Not What It Seems,"
Marketing News, 31 (May 26,
1997): 12
"
Power
& Limitations of Media Clearance Practices and Advertising
Self-Regulation,"
Journal of
Public
Policy & Marketing, 11 (Spring 1992): 87-95
"The
Compatibility of Advertising Regulation and the First Amendment--Another
View," Journal of Marketing &
Public Policy, 1 (1982): 139-47
Doing & publishing
research:
authors, editors and reviewers
"
Editors
Talking," 44 (Fall 2010): 615-9
"Adventures
in Misplaced Mentoring," Journal
of Consumer Affairs, 44 (Spring 2010): 265-70
"
Disciplined
Conduct of Interdisciplinary Research,"
Journal of Consumer Affairs, 43
(Spring 2009): 181-3
"
Can
You Really Say That?"
Journal of
Consumer Affairs, 42
(Fall 2008): 484-7
"
How
Do You Know That?"
Journal of
Consumer Affairs, 42
(Spring 2008): 123-6
"
Theory,
Data, Interpretations and More
Theory,"
Journal of Consumer
Affairs,
41 (Winter 2007): 376-9
"Mistaking
Precision for
Reality," Journal of Consumer
Affairs,
41 (Summer 2007): 187-91
"Impact,
Influence and Fame," Journal of
Consumer Affairs, 39 (Winter 2005): 414-7
"Aliterates'
Scholarship," Journal
of
Consumer Affairs, 39 (Summer 2005): 229-32
"
Convenient
Abusive Research,"
Journal of Consumer Affairs, 37 (Summer
2003): 191-4
"Pusillanimous
Paranoia in Pedagogical Publishing," AMS Quarterly, 6
(April 2003): 12
"
So Now I Are
One,"
AMS Quarterly, 5 (October 2001): 12
"
It
Gets in the Way,"
AMS Quarterly, 4 (September 2000): 7
"
The I.C.O.M.
Offense,"
Marketing Educator, 18 (Winter 1999): 6
"
Short Stories
We Shouldn't Hear,"
Marketing Educator, 18 (Spring 1999): 3
"
We
Unequivocally Do Not Thank the @#$*& Anonymous Reviewers,"
Marketing
Educator, 16 (Fall 1997): 6
"
Contribution
Calculating & Credit Counting,"
Marketing Educator, 16
(Spring 1997): 2
"
Research
Sense? Or Nonsense?"
Marketing Educator, 13 (Summer 1994):
1, 3
"
I'm Sorry You
Dislike My Research, But Thanks for the Brochure,"
Marketing
Educator, 13 (Winter 1994): 8
"
What If They
Published a Journal That Was Never Printed?"
Marketing Educator,
12 (Winter 1993): 1,3
Comments
on presumptions of journal quality, via book review in
Journal of Advertising, 14 (#2,
1985): 62-3
Comments
on narrow definitions of marketing scholarship, via book review in
Journal of Advertising, 10 (#2,
1981): 44-5
Businesses' too-common
production
orientation
"
Brand
Image of Company Names Matters in Ways That Can't Be Ignored,"
Journal of Product & Brand Management,
17 (#2, 2008): 121-2
"
Is
There a Strategy Behind Buying Advertising Time and Space?"
Journal
of Consumer Marketing, 24
(#3, 2007): 131-2
"
Understanding
Advertising Clutter,"
Journal of Consumer
Marketing, 23
(#4, 2006): 180-1
"
Mismanagement
of Misfocused Trade Association Leaders,"
Journal of Consumer
Marketing, 20
(#4, 2003): 291-3
"
The Real
Reason for the Real Bad Advertising,"
Journal of Consumer
Marketing, 19
(#4, 2002): 299-301
"
Training
Book for the New Store Clerk: 'Go and Be Charming!'"
Journal of
Consumer Marketing, 19
(#3, 2002): 185-7
"
A Service
Economy Whose Employees say: 'Customer Service Is Not My
Job!'"
Journal of Consumer
Marketing, 18 (#2, 2001): 99-101
"
Meanwhile,
At the Service Desk: 'Hello! Is Anyone Here?'"
Journal
of Consumer Marketing, 17 (#7, 2000): 573-4
"
'Dumbth'
Adventures in Retailing,"
Journal
of Consumer Marketing,
17 (#5, 2000): 384-5
"
Misplaced
Marketing -- When Consumers or Society Are Not Satisfied,"
Journal
of Consumer Marketing, 15
(#6, 1998): 523-4
Also
of interest: