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Herbert Jack Rotfeld

Herbert Jack Rotfeld

Administrative Fellow to the Graduate School

position: Professor
phone: (334) 844-2459
office: 103-C Hargis Hall

At Auburn since 1988


  • Ph.D. , University of Illinois at Urbana-Champaign
  • M.S., University of Illinois at Urbana-Champaign
  • B.S., University of Illinois at Urbana-Champaign 

Professional Activities

Professor Rotfeld's research publications are noted (among other things) for his iconoclastic assessments of the common "wisdom" about business practices and consumer persuasion that are frequently – but as he often finds, erroneously – repeated without question in many textbooks. He coined the term "misplaced marketing" for his book Adventures in Misplaced Marketing, as well as for essays published in academic journals that discuss uses, mistakes, criticisms and common misunderstandings of marketing activity. Noted by the editor of a major marketing journal as "a leading essayist in the field of marketing" for his numerous commentary in newspapers, business magazines and academic journals, discussions of advertising practices and business education, observations on consumer views of marketing, and critical assessments of higher education and the nature of academic research, have been reprinted or translated in the U.S. and other countries. Elected as a Fellow in the American Academy of Advertising, the decade-long editor of Journal of Consumer Affairs (2002-11) has been an honored recipient of Kim B. Rotzoll Award for Advertising Ethics and Social Responsibility, the Ivan L. Preston Outstanding Contribution to Research in Advertising Award, and the Auburn AAUP chapter's Glenn Howze Academic Freedom Award.  

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