Dr Herbert Rotfeld
| Dept.: | MGMT |
| Visit dates: | 0/0/0000 - 0/0/0000 |
| Expertise: | Advertising, Promotion, Advertising Law and Regulation |
| Home University: | Auburn University |
| Email: | rotfehj@auburn.edu |
| URL: | http://www.auburn.edu/~rotfehj/ |
Professor of Marketing at Auburn University, editor of Journal of Consumer Affairs since 2002, and a respected scholar of advertising regulation and business self-regulation, Professor Rotfeld's research publications include critical assessments of various presumptions about business practices and consumer persuasion that are uncritically repeated in many textbooks. Honored by the American Academy of Advertising with their Outstanding Contribution to Research Award in 2000 and the Kim Rotzoll Award for Advertising Ethics and Social Responsibility in 2006, he coined the term "misplaced marketing" for his book Adventures in Misplaced Marketing, and for essays published in Marketing News and Journal of Consumer Marketing that discuss uses, mistakes, criticisms and common misunderstandings of marketing activity. His numerous essays in newspapers, business magazines and academic journals – discussions of advertising practices and business education, comments on consumer views of marketing, and critical assessments of higher education and the nature of academic research – have generated a degree of world-wide fame (or, maybe, "infamy") as they have been reprinted or translated in the U.S. and other countries, and he has been invited to lecture on these topics before government organizations and at universities at home and abroad.
