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Betsy D. Gelb

Professor - Emerita

Betsy Gelb

Bio

Ph.D., University of Houston, 1973, Management. Teaching areas are marketing strategy and management, also Communication of Academic Research for doctoral students collegewide. Current research interests involve trademark/trade dress issues and other areas where marketing and legal issues meet, health care marketing, and advertising. Co-author of the books: Marketing is Everybody's Business, Insights for Marketing Management, and Research at the Top: Better Data for Organizational Policy-Making. Has published in Harvard Business Review, MIT Sloan Management Review, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, and others. Serves on editorial board of Current Issues and Research in Advertising.

Research Interests

Legal issues in marketing
Health care marketing
Advertising
Marketing and public policy

Areas of Expertise

Trademark and trade dress infringement
survey research in intellectual property cases
measuring the proportion of consumer preference attributable to a patented feature
deceptive advertising
copyright infringement

Publications

Beveridge, Ivana, Olivier Furrer, and Betsy D. Gelb, "A Consumer Cultural Paradox: Exploring the Tensions Between Traditional and International Education," International Marketing Review, forthcoming.
Gelb, Betsy D., Bruce Morris, and Ana Friedman, "Will that Brand Extension Hit Headwinds? The Issue is Natural Expansion of a Trademark," Business Horizons, 2021.
Gelb, Betsy D., Joanna Pishko, and Carl Herman, "What Really Motivates Top Salespeople: Love or Money?" Journal of Business Strategy, 2021.
McKee, Rob Austin, and Betsy D. Gelb, "Aggressive Listening: The Key to Employee Warnings," Rutgers Business Review, 2020.
Oneto, Stephanie, Betsy D. Gelb, and Travis Simkins, "Stigmatized Products: How Conflicting Laws Can Influence the Decision to Proceed," Journal of Business Strategy, 2020.
Lai, Christine Jaushyuam, and Betsy D. Gelb, "Another Look at Motivating - and Retaining - Salespeople," Journal of Business Strategy, 2019.
Gelb, Betsy D., Deva Rangarajan, Bryan Hochstein, and Mikael Blaisdell, "One Approach to Repeat Business: 'Customer Success Managers,'" Rutgers Business Review, 2020.
Gelb, Betsy D., Deva Rangarajan, Heli Hallikainen, and Tommi Laukkanen, "How Big Data Can Transform Outcomes and Opportunities," Rutgers Business Review, 2019.
Carlin, Barbara, Betsy D. Gelb, Jamie Belinne, and Latha Ramchand, "Bridging the Gender Gap in Confidence," Business Horizons, 2018.
Kong, Dejun Tony, and Betsy D. Gelb, "Curbing, Not Rewarding, Jerk Behaviors on the Job," Rutgers Business Review, 2018.
TenBrink, Candace, Betsy D. Gelb, and Robert Keller, Successful Rebounds: How Firms Overcome Their Middle-Age Crisis," Journal of Business Strategy, 2018.
TenBrink, Candace, Robert Keller, and Betsy D. Gelb, "Turnaround Success in High Technology Growth Stage Firms," Journal of Management Policy and Practice, 2018.
Rangarajan, Deva, Betsy D. Gelb, and Amy Vandaveer, "Strategic Personal Branding and How It Pays Off," Business Horizons, 2017.
TenBrink, Candace, and Betsy D. Gelb, "Outwitting Organizational Maturity as an Obstacle to Change," Journal of Business Strategy, 2017.
Gelb, Betsy D., and Teri Elkins Longacre, "Choosing to retire: how companies can support and respect the decision better," Journal of Business Strategy, 2016.
Samaraweera, Manoshi, and Betsy D. Gelb, "Formal Salesforce Controls and Revenue Production: A Meta-analysis," Journal of Personal Selling and Sales Management, 2015. This article won the Marvin Jolson award for Best Contribution to Selling and Sales Management Practice during 2015.
Lai, Christine Jaushyuam, and Betsy D. Gelb, "Key Account Teams: Success Factors for Implementing Strategy," Journal of Business Strategy, 2015.
Gelb, Betsy D., and Teri Elkins Longacre, "Marketing Retirement, or Staying on the Job," Business Horizons, 2014.
Gelb, Betsy D., and Deva Rangarajan, "Employee Contributions to Brand Equity," California Management Review, 2014.
Gelb, Gabriel M., Betsy D. Gelb, and Paul Krieger, "Working with your Expert on Trademark Surveys," Journal of Intellectual Property Law and Practice, 2013.
Oneto, Stephanie, Betsy D. Gelb, Douglas Walker, and James Hess, "'Buying Status' by Choosing or Rejecting Luxury Brands and their Counterfeits," Journal of the Academy of Marketing Science, 2013.
Bush, Darren D., and Betsy D. Gelb, "Antitrust Enforcement: An Inflection Point?" Journal of Business Strategy, 2012.
Gelb, Betsy D., and Rob Austin McKee, "Tailoring a Book Program for Managers: Why and How," Business Horizons, 2012.
Gelb, Betsy D., and Teri Elkins Longacre, "Acknowledging Religious Diversity: Opportunities and Challenges," Business Horizons, 2012.
Gelb, Betsy D., and Jim Gregory, "Place Brand Value on the Balance Sheet?" Journal of Business Strategy, 2011.
Yujuico, Emmanuel, and Betsy D. Gelb, "Cautions from One Laptop Per Child In Marketing Technological Innovation to LDCs," California Management Review, 2011.
Gelb, Betsy D., and Darren Bush, "Advertising Insights for the Voter-vs-consumer Trade-off," Journal of Public Policy & Marketing, 2011.
Gelb, Betsy D., "Pay More Get More? What Buyers Say," Journal of Business Strategy, 2010.
Yujuico, Emmanuel, and Betsy D. Gelb, "Better Marketing to Developing Countries: Why and How," Business Horizons, September-October, 2010.
Gelb, Betsy D., and Richard Gelb, "Green Me Up, Scotty," Marketing Management, Summer, 2010.
Gelb, Betsy D., "Fine-Tuning Advertising Designed to Reduce the Stigma of Mental Illnesses," Journal of Current Issues and Research in Advertising," fall, 2008.
Gelb, Betsy D., and Partha Krishnamurthy, "Protect Your Product's 'Look and Feel' from Imitators," Harvard Business Review, October 2008.
Sundie, Jill, Betsy D. Gelb, and Darren Bush, "Economic Reality Versus Consumer Perceptions of Monopoly," Journal of Public Policy & Marketing, fall, 2008.
Gelb, Betsy D., Stephanie Geiger-Oneto, and Gabriel M. Gelb, "From Knowing to Doing: Experience and Flexibility Make the Difference," Journal of Business Strategy, September-October, 2008.
Gelb, Betsy D., and Patrick Corrigan, "How managers can lower mental illness costs by reducing stigma," Business Horizons, July-August, 2008.
Wyatt, Rosalind A., Betsy D. Gelb and Stephanie Geiger-Oneto, "How Social Insecurity and the Social Meaning of Advertising Reinforce Minority Consumers' Preference for National Brands," Journal of Current Issues & Research in Advertising, spring, 2008.
Gelb, Gabriel M., and Betsy D. Gelb, "Internet Surveys for Trademark Litigation: Ready or Not, Here They Come," The Trademark Reporter, September-October, 2007.
Gelb, Betsy D., "Targeting Two Generations at Once," Marketing Management, November-December, 2007.
Gelb, Betsy D., Demetra Andrews, and Son K. Lam, "A Strategic Perspective on Sales Promotion," MIT Sloan Management Review, summer, 2007, http://sloanreview.mit.edu/smr/issue/2007/summer/01/.
Gelb, Betsy D., and Darren Bush, "The Marketing Consequences of Competitor Lawsuits," MIT Sloan Management Review, winter, 2006.
Corrigan, Patrick, and Betsy D. Gelb, "Three Case Studies Illustrating Mass Approaches to Challenging the Stigma of Mental Illness," Psychiatric Services, March, 2006.
Bush, Darren, and Betsy D. Gelb, "When Marketing Practices Raise Antitrust Concerns," MIT Sloan Management Review, summer, 2005.
Gelb, Betsy D., and Janet Meade, "Advertising to Communicate Public Policy: Applying Lessons from Federal Tax Law," Journal of Current Issues and Research in Advertising, fall, 2005.
Gelb, Gabriel M., and Betsy D. Gelb, "Working Together: Both Marketers and Attorneys Can Help Protect a Company's Intellectual Property," Marketing Management, January-February, 2005.
Torres, Ivonne M., Betsy D. Gelb, and Jaime L. Noriega, "Warning and Informing the Domestic International Market ," Journal of Public Policy & Marketing, fall, 2003.
Torres, Ivonne M., and Betsy D. Gelb, "Hispanic-Targeted Advertising: More Sales?" Journal of Advertising Research, November-December, 2002.
Gelb, Betsy D., and Suresh Sundaram, "Adapting to 'Word of Mouse,'" Business Horizons, summer, 2002.
Johnson, Madeline, and Betsy D. Gelb, "Cyber-Libel: Policy Tradeoffs," Journal of Public Policy & Marketing, spring, 2002.
Gelb, Betsy D., "Market Patriotism: Advertising Dilemma," Journal of Advertising Research, January-February, 2002.
Gelb, Betsy D., "Gaining 'Bonus Customers' by Stretching the Market," Journal of Advertising Research, September-October, 2001.
Sorescu, Alina, and Betsy D. Gelb, "Negative Comparative Advertising: Evidence Favoring Fine-Tuning," Journal of Advertising 29 (4), 2000.
Oakenfull, Gillian, Edward Blair, Betsy D. Gelb, and Peter Dacin, "Measuring Brand Meaning," Journal of Advertising Research, September-October, 2000.
Gelb, Betsy D., and Alina Sorescu, "Democratic Brands, Republican Brands..." Journal of Advertising Research, March-April, 2000.
Gelb, Betsy D., "Subtle Servant: A Theme for the Next Decade," Journal of Advertising Research, September-October, 1999.
Johnson, Madeline, and Betsy D. Gelb, "Predicting Supplier Cooperation During a Retailer's Bankruptcy," Qualitative Market Research: an international journal, 2 (1), 1999.
Rothstein, Mark A., Betsy D. Gelb, and Steven G. Craig, "Protecting Genetic Privacy by Permitting Employer Access Only to Job-Related Employee Medical Information: A Multi-Disciplinary Analysis of a Unique Minnesota Law," American Journal of Law and Medicine, 24 (4), 1998.
Jones, Marilyn Y., Andrea S. Stanaland, and Betsy D. Gelb, "Beefcake and Cheesecake: Insights for Advertisers," Journal of Advertising, summer, 1998.
Gelb, Betsy D., "Advertising to Increase Effectiveness of Use," Journal of Advertising Research, January/February 1998.
Gelb, Betsy D., "Creating Memes While Creating Advertising," Journal of Advertising Research, November/December, 1997.
Gelb, Betsy D., and Marilyn Y. Jones, "Promoting Physician Referral Services", Marketing Health Services, fall, 1997.
Gelb, Betsy D., "Perceptions of 'Downsized' Employees Considering Entrepreneurship," Journal of Business & Entrepreneurship, October, 1997.
Gelb, Betsy D., and Linda A. Hayes, "When Your Competitor Turns Obstructionist," Business Horizons, March-April, 1997.
Albers-Miller, Nancy D., and Betsy D. Gelb, "Business Advertising Appeals as a Mirror of Cultural Dimensions: A Study of Eleven Countries," Journal of Advertising, December, 1996.
Lynn, W. Michael, and Betsy D. Gelb, "Identifying Innovative National Markets for Technical Consumer Goods," International Marketing Review, No. 6, 1996.
Zhang, Yong, and Betsy D. Gelb, "Matching Advertising Appeals to Culture: The Influence of Product Use Conditions," Journal of Advertising, fall, 1996.
Gelb, Betsy D., and Madeline Johnson, "Word of Mouth Communication: Causes and Consequences," Journal of Health Care Marketing, Fall, 1995.
Gelb, Betsy D., "Starting a Business You Can Sell," Business Horizons, November-December, 1995.
Gelb, Betsy D., "More Boycotts Ahead? Some Implications," Business Horizons, March-April, 1995.
Gelb, Betsy D., Karl Kampschroeder, and Scott Cowan, "Consequences of 'Bad Publicity': One Example," Hospital & Health Services Administration, winter, 1994.
Gelb, Betsy D., W. Bryant Boutwell, and Scott Cummings, "Using Mass Media Communication for Health Promotion: Results from a Cancer Center Effort," Hospital & Health Services Administration, Fall, 1994.
Tarnow, Jay D., and Betsy D. Gelb, "Managing Employee Mental Health Costs More Effectively," Journal of Managerial Issues, Summer, 1993.
Johnson, Madeline, Khalil Yazdi, and Betsy D. Gelb, "Attorney Advertising and Changes in the Demand for Wills," Journal of Advertising, March, 1993.
Gelb, Betsy D., "Why Rich Brands Get Richer, and What to Do About It," Business Horizons, September-October, 1992.
Gelb, Betsy D., Laurie M. Gelb, and Henry E. Noey, Jr., "Large Employers and their Coalitions: Exploring a Hospital Constituency," Hospital & Health Services Administration, summer, 1992.
Gelb, Betsy D., and John Michael Bryant, "Designing Health Promotion Programs by Watching the Market," Journal of Health Care Marketing, March, 1992.
Albers, Nancy D., and Betsy D. Gelb, "Hazardous Exports: An Update and Policy Recommendations," Journal of Public Policy & Marketing, December, 1991.
Gelb, Betsy D., and Gabriel M. Gelb, "What Research Inside the Organization Can Accomplish," Marketing Research, December, 1991.
Gelb, Betsy D., John Gaskins, Jay Hendrickson, and Jon Iszard, "Research in Brief: Does Greater Usage of a Health Plan Reduce Satisfaction?" Journal of Health Care Marketing, December, 1991.
Gelb, Betsy D., and Michael P. Eriksen, "Marketing Research May Help Prevent Skin Cancer," Marketing Research, September, 1991.
Gelb, Betsy D., and Jae W. Hong, "Legal Aspects of Marketing: A Research Framework," Advances in Marketing and Public Policy, JAI Press, 1991.
Zentner, Rene, and Betsy D. Gelb, "Scenarios: A Planning Tool for Health Care Organizations," Hospital & Health Services Administration, summer, 1991.
Gelb, Betsy D., Mary Jane Saxton, George M. Zinkhan and Nancy D. Albers, "Competitive Intelligence: Insights from Executives," Business Horizons, January-February, 1991.
Gelb, Betsy D., "If Business Directed the War on AIDS," Business Horizons, November-December, 1990.
Gelb, Betsy D., "Mini-Case: A Test of Telephoned Appointment-Scheduling by a Physician's Office," Journal of Health Care Marketing, December, 1989.
Gelb, Betsy D., Marilyn Y. Jones, and Sandra S. Person, "Do HMO Members Get More Cancer Checkups?" Journal of Public Policy & Marketing, December, 1988.
Gelb, Betsy D., Samuel V. Smith, and Gabriel M. Gelb, "Services Marketing Lessons from the Professionals," Business Horizons, September-October, 1988.
Gelb, Gabriel M., and Betsy D. Gelb, "A Two-Stage Technique for Improving Physician Input into Hospital Decision-Making," Hospital and Health Services Administration, May, 1987.
Gelb, Betsy D., and Michael R. Hyman, "Reducing Reluctance to Transfer," Business Horizons, March-April, 1987.
Zinkhan, George M., and Betsy D. Gelb, "What Starch Scores Predict," Journal of Advertising Research, August-Sept., 1986.
Gelb, Betsy D. and Gabriel M. Gelb, "Coke's Lesson to the Rest of Us," Sloan Management Review, Fall, 1986.
Gelb, Betsy D., and J. Richard Cheney, "Pre-testing Jurors' Reactions to Corporate Marketing Decisions," Journal of Public Policy and Marketing, 1986.
Gelb, Betsy D., "When and How to Use Outplacement," Business Horizons, September-October, 1986.
Gelb, Betsy D., and George M. Zinkhan, "Humor and Advertising Effectiveness After Repeated Exposures to a Radio Commercial," Journal of Advertising, June, 1986.
Gelb, Betsy D., Jae W. Hong, and George M. Zinkhan, "Communications Effects of Specific Advertising Elements: An Update," Current Issues and Research in Advertising, Reviews of Selected Areas, 1985.
Gelb, Betsy D., and George M. Zinkhan, "The Effect of Repetition on Humor in a Radio Advertising Study," Journal of Advertising, December, 1985.
Zinkhan, George M., and Betsy D. Gelb, "Competitive Intelligence Gathering in Industrial Marketing Research," Industrial Marketing Management, Fall, 1985.
Gelb, Betsy D., "Preventive Medicine and Employee Productivity," Harvard Business Review, March-April, 1985.
Gelb, Betsy D., "How Marketers of Intangibles Can Raise the Odds, for Consumer Satisfaction," Journal of Consumer Marketing, Spring, 1985 reprinted in the Journal of Services Marketing, Spring, 1987.
Gelb, Betsy D., and Basheer M. Khumawala, "Reconfiguration of an Insurance Company's Sales Regions," Interfaces, Nov-Dec., 1984.
Gelb, Betsy D., "Case Study: A Disadvantaged Competitor in a Declining Industry: Marketing Strategies and Needs Segmentation," Journal of Consumer Marketing, Summer, 1983.
Zinkhan, George, Betsy D. Gelb, and Claude R. Martin, "The Cloze Procedure," Journal of Advertising Research, June/July, 1983. | Gelb, Betsy D., and Charles M. Pickett, "Attitude-Toward-the-Ad: Links to Humor and to Advertising Effectiveness," Journal of Advertising, Number 2, 1983. | Gilly, Mary C. and Betsy D. Gelb, "Post-Purchase Consumer Processes and the Complaining Consumer," Journal of Consumer Research, December, 1982. | Gelb, Betsy D., "Strategic Planning for the 'Under-Dog,'" Business Horizons, December, 1982. | Gelb, Betsy D., "Discovering the 65+ Consumer," Business Horizons, May, 1982. | Gelb, Betsy D., "No-Name Products: A Step Toward No-Name Retailing?" Business Horizons, June, 1980. | Gelb, Betsy D., and Mary C. Gilly, "The Effect of Promotional Techniques on Purchase of Preventive Dental Care," Journal of Consumer Research, December, 1979. | Gelb, Betsy D., and David M. Hunt, "Staying on the Job After 65," Business Horizons, February, 1979. | Gilly, Mary C., and Betsy D. Gelb, "Marketing Energy Conservation," Journal of Home Economics, Winter, 1978. | Gelb, Betsy D., "Exploring the 'Gray Market' Segment," MSU Business Topics, Spring, 1978. | Stafford, James E., and Betsy D. Gelb, "Who's More Critical of Business: Men or Women?" Business Horizons, February, 1978. | Gelb, Betsy D., "When Compulsory Retirement at 65 is Ended....," Harvard Business Review, July-August, 1977. | Gelb, Betsy D., "'Gray Power': Next Challenge to Business?" Business Horizons, April, 1977. | Gelb, Betsy D., Gabriel M. Gelb, and Ricky W. Griffin, "Managing with the Consumer's Help," Business Horizons, April, 1976. | Gelb, Betsy D., "The College of Business: An Industrial Marketer," AACSB Bulletin, January, 1976. | Gelb, Betsy D., "Incentives to Increase Survey Returns: Social Class Considerations," Journal of Marketing Research, February, 1975. | Gelb, Betsy D., and Gabriel M. Gelb, "Strategies to Overcome 'Phony Feedback,'" MSU Business Topics, Autumn, 1974. | Gelb, Betsy D., and Ben M. Enis, "Affirmative Action in Housing and Beyond," California Management Review, Winter, 1973-74. | Brien, Richard., Betsy D. Gelb., and William D. Trammel, "The Challenge to Marketing Dominance: Will Social Responsibility be Recognized?" Business Horizons, February, 1972. | Gelb, Betsy D., and Richard H. Brien, "Survival and Social Responsibility: Themes for Marketing Education and Management," Journal of Marketing, April, 1971.

Books

Gelb, Betsy D., and Gabriel M. Gelb, Marketing is Everybody's Business, 3rd ed. (Santa Monica, CA: Goodyear Publishing Company, 1980).
Gelb, Gabriel M., and Betsy D. Gelb, eds., Insights for Marketing Management, rev. ed. (Santa Monica, CA: Goodyear Publishing Company, 1977).
Gelb, Gabriel M., and Betsy D. Gelb, Research at the Top: Better Data for Organizational Policy-Making. (Chicago: American Marketing Association, 1975).

Academic Associations & Editorial Boards

Presenter, Social Marketing Conference, Austin, TX, 2004
Journal of Current Issues and Research in Advertising, editorial review board, 2001-ongoing
Journal of Marketing editorial review board, 1992-1998 reviewer, 1982-1992, 1999, 2001 abstracts editorial staff, 1978-1980
Journal of Advertising Research editorial review board, 1981-2004
Journal of Advertising reviewer, 1984-1988, 1990-ongoing
Marketing Health Services (formerly Journal of Health Care Marketing), 1982-1998, editorial review board 1998-2002
Journal of Business Research, reviewer, 1991 Hospital & Health Services Administration reviewer, 1990
Journal of Public Policy and Marketing reviewer, 1990-ongoing
Journal of Consumer Research reviewer, 1985, 1988
Journal of Marketing Research reviewer, 1993, 2003
Journal of Macromarketing reviewer, 1983-1985
Journal of Consumer Marketing editorial review board, 1983-1986
Psychology and Marketing reviewer, 1985
American Marketing Association reviewer, 1981-1984, 1989-1990, 1992, 2002 discussant, 1988, 1990
Association for Consumer Research reviewer, 1980-1986 session chairperson, 1980, 1983, 1986 discussant, 1984
Discussant, AMA conferences on Marketing and Minorities (1976) and Strategic Market Planning (1982 and 1986)
American Hospital Association Society for Healthcare Marketing and Public Relations, speaker at national meeting, 1989
Touchstone Awards judge, 1990
Peer reviewer, Office on Smoking and Health, U.S. Centers for Disease Control, 1992
Reviewer, JCAHCO Quality Journal, 1993
Reviewer, national conferences on marketing and public policy, 1993-1994

Contact Info

Phone:: Please use email
Email:: gelb@uh.edu
Room:: now located in Seattle, WA
Website:: Visit Web Site

Courses

Immediately before retiring: Seminar for M.S. Marketing students
Books an MBA Should Read
Communication of Academic Research

Education

Ph.D., Management
University of Houston
MBA
University of Houston
BA Journalism
University of Missouri