DR. BARRY E. LANGFORD
Associate Professor of Marketing

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This page is seldom updated. For much expanded and current information, please go now to the hompeage of my Institute for Advances in Marketing: http://www.fgcu.edu/cob/IAim/IAim.html or my personal homepage: http://www.barrylangford.com

My Courses | My Research & Publications |  My Old Resume |
| Your Marketing Links | Marketing Research Class Notes (Pg. 1 of 5) |

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Undergraduate & Graduate Courses Taught

MAR 3400 -- Professional Selling (Undergraduate)

MAR 3503 -- Understanding Consumers (Undergraduate)

MAR 3613 -- Marketing Research (Undergraduate)

MAR 4403 -- Sales Management & Control (Undergraduate)

MAR 4841 -- Services Marketing (Undergraduate)

MAR 4721 -- Marketing on the Internet (Undergrad) 

MAR 6336 -- Marketing Management (Graduate)

MAR 6849 -- Service Marketing Management (Graduate) 

MAR 6726 -- Marketing on the Internet (Graduate)

Here is a suggested sequence of classes for Marketing Majors who want to concentrate in the high paying, high tech marketing jobs that are exploding onto the job market in huge numbers in ALL INDUSTRIES !

Fall 1999 = MAR 4930 - Special Topics In Marketing: Elements of Direct Marketing
Spring 2000 = MAR 4930 - Special Topics In Marketing: GIS/Database Marketing
Summer 2000 = MAR 4721 - Marketing on the Internet

Langford, Barry E. & Cosenza Robert (Winter 1998), "What Is Service-Good Analysis?" Journal of Marketing Theory & Practice, Vol. 6(1), 16-26.

Langford, Barry E. & Hunsicker, Frank (January 1996), "An Integrated View of the Relationship Between The Organization and It's Environment," Business Quest, Vol. 1(1), 1-10.

Langford, Barry E., & Capella, Louis M. (October 1994), "A Model of Personal Automobile Insurance Shopping Intentions (PAPSI)," Journal of Insurance Issues, Vol. 17(2), pp. 1-22.

Langford, Barry E. (Summer 1994), "Nominal Grouping Sessions," Marketing Research, Vol. 6(3), pp. 16-21. (Portions of this article have been reproduced in two marketing research texts -- in 1997 & 1999)

Taylor, Susan L., Langford, Barry E., & Arnold, Danny R. (1992), "Peak-Load Pricing of College and University Services," in 1992 Symposium for the Marketing of Higher Education, American Marketing Association, November, pp. 145-152.

Langford, Barry E., & Taylor, Susan L. (1992), "Toward Service Firm Satisfaction: A Conceptual, Integrated Model," in Marketing: Perspectives for the 1990s, Robert L. King, Editor, Richmond, VA: Southern Marketing Association, November, pp. 390-395.

Langford, Barry E. & Arnold, Danny R. (1991), "Channel Relationships Are Between People, Not Corporate Monoliths," in Marketing: Toward the Twenty-First Century, Robert L. King, Editor, Richmond, VA: Southern Marketing Association, November, pp. 336-339.

Langford, Barry E. & Arnold, Danny R. (1990), "What High Performance Salespeople Want In A Job," in Progress in Marketing Thought, L. M. Capella, H. W. Nash, J. M. Starling, and R. D. Taylor, Editors, Mississippi State, MS: Southern Marketing Association, November, pp. 405-408. 

ACADEMIC BACKGROUND

• Mississippi State University, Mississippi State, Mississippi; D.B.A. - Doctor of Business Administration - May 15, 1993: major in Marketing; minors in Finance and Management. [Dissertation Title: "An Analysis Of Insureds' Behavioral IntentionTo Shop Among Insurers For A Personal Automobile Policy."]  
• Mississippi State University, MBA - Master of Business Administration (Marketing), August 1989. 
• University of Southern Mississippi, Hattiesburg, Mississippi; BSBA - Bachelor of Science in Business Administration (Insurance and Real Estate), May 1969. 
• American Institute For Property and Liability Underwriters, Malvern, Pennsylvania;CPCU (Chartered Property and Casualty Underwriter) 70% complete. 

EMPLOYMENT BACKGROUND

Academic:

1997 - Now ASSOCIATE PROFESSOR OF MARKETING, Florida Gulf Coast University, Fort Myers, Florida. Courses: Marketing Research, Marketing on the Internet, Professional Selling, Services Marketing, and [soon] Direct/Database Marketing.

1992-1997 ASSISTANT PROFESSOR OF MARKETING, State University of West Georgia, Carrollton, GA. [Acting Department Chairman 1993-1994.] Courses: Services Marketing, Marketing Research, Personal Selling, Sales Management, Advertising, Business-To-Business Marketing, Principles. 

1991-1992 ASSISTANT PROFESSOR OF MARKETING, Western Carolina University, Cullowhee, NC. Courses: Principles of Marketing, Marketing Management.

1989-1991 GRADUATE TEACHING ASSISTANT, Mississippi State University, Starkville, MS. Courses: Principles of Insurance, Money and Banking, Personal Finance, Commercial Property Insurance.

1987-1989 GRADUATE RESEARCH ASSISTANT, Mississippi State University, Starkville, MS.

Business (Full-Time Private Industry experience, only; consulting experience is not listed):

1985-1986 VICE-PRESIDENT, E. F. Hutton (now Shearson Securities); Birmingham, AL. Officer level marketing of financial services and investment products to individual and corporate investors.

1981-1985 VICE-PRESIDENT, Prudential Securities; Birmingham, AL. Officer level marketing of financial services and investment products to individual and corporate investors.

1981-1981 PRESIDENT, Langford-Fitzsimmons, Inc.; Hattiesburg, MS. Founded this insurance agency to market multi-line property and casualty as well as life and health insurance products to public entities in Mississippi. Sold interest to partner to enter the investment brokerage business.

1980-1981 PRESIDENT, Centralia Insurance Group; Memphis, TN. Responsible for all results and activities of this wholesale insurance subsidiary (managing general agency) of Cook Industries. All services and products were marketed through the independent agency system.

1977-1980 VICE-PRESIDENT OF MARKETING, Integon Property and Casualty Insurance Group; Winston-Salem, NC. Responsible for all marketing activities and corporate results for this regional property and casualty insurance subsidiary of the Integon Corporation. All services and products were marketed through the independent agency system. Tripled gross income and returned to profitability.

1973-1977 MARKETING MANAGER, Reliance Insurance Group; Chicago, Atlanta, and Birmingham. Responsible for the total marketing function of these property and casualty insurance offices of this major international insurance group. Marketed all products and services through independent insurance agents.

1972-1973 OFFICE MANAGER/COMMERCIAL LINES MANAGER, Harlan Insurance Services; Lafayette, LA. Responsible for general office management and commercial lines insurance placements for the Lafayette branch of this regional independent insurance agency chain.

1969-1972 MARKETING REPRESENTATIVE, Aetna Casualty and Surety Insurance Group; New Orleans and Lafayette, LA. Marketed all services and products of this international multi-line, property and casualty insurance carrier exclusively through independent insurance agents. Responsible for all liaison between Aetna underwriters and independent insurance agents in assigned territories.

Books:

Change or Lose: The Bull Is Almost Dead, Vantage Press, 1986.

Journals:

Langford, Barry E, & Cosenza, Robert (Winter, 1998), "What Is Service-Good Analysis?" Journal of Marketing Theory & Practice, Vol. 6(1), 16-26.

Langford, Barry E., & Hunsicker, Frank (January 1996), "An Integrated View of the Relationship Between The Organization and It's Environment," Business Quest, Vol. 1(1), 1-10.

Langford, Barry E., & Capella, Louis M. (October 1994), "A Model of Personal Automobile Insurance Shopping Intentions (PAPSI)," Journal of Insurance Issues, Vol. 17(2), pp. 1-22.

Langford, Barry E. (Summer 1994), "Nominal Grouping Sessions," Marketing Research, Vol. 6(3), pp. 16-21.

Evans, Dorla A., & Langford, Barry E. (Winter 1993), "A Model for Socially Responsible New Technology Decisions," Journal of Applied Business Research, Volume 9(1), pp. 77-87.

Evans, Dorla A., Moussavi, Farzad, & Langford, Barry E. (April, 1992), "Integrating Social And Financial Goals: Toward More Balanced New Technology Decisions," Technological Forecasting and Social Change, Volume 41(1), pp. 29-40.

Proceedings:

Langford, Barry E., & Cosenza, Robert M. (March 1996), "An Example of Service-Good Analysis of A Traditional Pure-Service Product: The Personal Automobile Policy,"in Proceedings of The Association of Marketing Theory & Practice, pp.92-99.

Langford, Barry E. (March 1995), "Maximizing Preclass Study and Class Interaction In A Services Marketing Class," in Expanding Marketing Horizons Into The 21st Century, David L. Moore, Ed., Proceedings of The Association of Marketing Theory and Practice, March, pp. 462-464.

Langford, Barry E., & Capella, Louis M. (November 1994), "A Review of the Development of Attitude Theory Through Fishbein's Theory of Reasoned Action," Marketing: Advances in Theory and Thought , B.T. Engelland & A.J. Bush, Eds., Richmond, VA: Southern Marketing Association, pp. 206-211.

Taylor, Susan L., Langford, Barry E., & Arnold, Danny R. (1992), "Peak-Load Pricing of College and University Services," in 1992 Symposium for the Marketing of Higher Education, American Marketing Association, November, pp. 145-152.

Langford, Barry E., & Taylor, Susan L. (1992), "Toward Service Firm Satisfaction: A Conceptual, Integrated Model," in Marketing: Perspectives for the 1990s, Robert L. King, Editor, Richmond, VA: Southern Marketing Association, November, pp. 390-395.

Langford, Barry E. & Arnold, Danny R. (1991), "Channel Relationships Are Between People, Not Corporate Monoliths," in Marketing: Toward the Twenty-First Century, Robert L. King, Editor, Richmond, VA: Southern Marketing Association, November, pp. 336-339.

Langford, Barry E. & Hershbarger, Robert A. (1991), " A Pilot Study Of The Relationship Between Advertising Expenditures And Corporate Financial Results In The Property/Casualty Insurance Industry," in Marketing: Toward the Twenty-First Century, Robert L. King, Editor, Richmond, VA: Southern Marketing Association, November, pp. 272-275. 

Langford, Barry E. & Arnold, Danny R. (1990), "What High Performance Salespeople Want In A Job," in Progress in Marketing Thought, L. M. Capella, H. W. Nash, J. M. Starling, and R. D. Taylor, Editors, Mississippi State, MS: Southern Marketing Association, November, pp. 405-408.

National Program Presentations:

"Peak-Load Pricing of College and University Services," presented November 1992 at The Third Symposium for the Marketing of Higher Education, American Marketing Association, in Atlanta, Georgia with Susan L. Taylor and Danny R. Arnold.

"Integrating Social and Financial Goals: Toward More Balanced New Technology Decisions," presented at the August 1989 Society For Business Ethics Annual Conference in San Francisco, California with Dorla A. Evans and Farzad Moussavi.

Regional Program Presentations:

"An Example of Service-Good Analysis of A Traditional Pure-Service Product: The Personal Automobile Policy," presented at the March 1996 Association of Marketing Theory & Practice annual conference in Jekyll Island, Georgia with Robert M. Cosenza.

"Maximizing Preclass Study and Class Interaction In A Services Marketing Class," presented at the March 1995 Association of Marketing Theory and Practice annual conference in Savannah, Georgia.

"A Review of the Development of Attitude Theory Through Fishbein's Theory of Reasoned Action," presented at the November 1994 Southern Marketing Association annual conference in New Orleans, Louisiana with Louis M. Capella. 

"Toward Service Firm Satisfaction:A Conceptual, Integrated Model," presented at the November 1992 Southern Marketing Association annual conference in New Orleans, Louisiana.

"A Pilot Study of the Relationship Between Advertising Expenditures and Corporate Financial Results in the Property/Casualty Insurance Industry," presented at the November 1991 Southern Marketing Association annual conference in Atlanta, Georgia.

"Channel Relationships Are Between People, Not Corporate Monoliths," presented at the November 1991 Southern Marketing Association annual conference in Atlanta, Georgia with Danny R. Arnold.

"What High Performance Salespeople Want In A Job," presented at the November 1990 Southern Marketing Association annual conference in Orlando, Florida with Danny R. Arnold.

Other Presentations:

Langford, Barry E. (Feb. 1996), "Distance Education Teaching: Problems, Solutions, Attitudes, & Opportunities." Presented at the 1996 GSAMS Programming and Training Conference, University of Georgia, Athens, GA. Consisted of TWO 60-minute presentations.

Langford, Barry E. (November 1995), "Distance Education II." Presented at the Fall Technology Training Session of State University of West Georgia.

Langford, Barry E. (May 1995), "Distance Education." Presented at the Spring Technology Training Session State University of West Georgia. ATTENDED BY PROFESSOR VIJAY V. MANDKE, DIRECTOR, SCHOOL OF ENGINEERING & TECHNOLOGY, INDIRA GANDHI NATIONAL OPEN UNIVERSITY, NEW DELHI, INDIA. Dr. Mandre was referred to this session by the Georgia Board of Regents.

Langford, Barry E. (1990), "Users Manual To Access COMPUSTAT and CRSP Tapes," for the School of Accountancy, Mississippi State University. Presented to the faculty of MSU School of Business in January, 1990.

Grants Received:

Fall 1994, Distance Learning Marketing Programming Grant. Funded by the Georgia Statewide Academic and Medical System (GSAMS) Programming Office -- $5,000 to the Department of Marketing and Real Estate (with Robert Cosenza).

Fall 1994, Distance Learning Evaluation of Programming Grant. Funded by the Georgia Statewide Academic and Medical System (GSAMS) Programming Office -- $5,000 to the Department of Marketing and Real Estate (with Robert Cosenza).

Fall 1994, "West Georgia Shopper Primary Target Market Survey." Funded by the Small Business Administration (SBI Project) -- $500 to School of Business.

Fall 1993, "Results And Analysis of Three Taste Tests Conducted For Lazy Donkey Salsa." Funded by the Small Business Administration (SBI Project) -- $500 to School of Business.

Professional Service (Partial List):

Journal Editorial Board/Journal Reviewer:

Journal of Marketing Theory and Practice, Fall 1994 - present;

Business Quest, Fall 1995 - present.

Reviewer:

GSAMS User Guide, October 1994;

Association of Marketing Theory and Practice Annual Conference, March 1993;

Atlantic Marketing Association Annual Conference, Nov. 1993;

Southern Marketing Association Annual Conference, Nov. 1992;

Southern Marketing Association Annual Conference, Nov. 1991.

Conference Session Chairman:

Association of Marketing Theory and Practice Annual Conference, March 1993;

Southern Marketing Association Annual Conference, Nov. 1994.

Discussant:

Atlantic Marketing Association Annual Conference, Nov. 1993;

Southern Marketing Association Annual Conference, Nov. 1994;

Southern Marketing Association Annual Conference, Nov. 1992;

Southern Marketing Association Annual Conference, Nov. 1991.

Discussion Panel Chair:

Southern Marketing Association Annual Conference, Nov. 1997.

• "Pedagogical Developments: Marketing On The Internet" 

Panelist:

"Innovative Techniques For Teaching Marketing," Association of

Marketing Theory and Practice Annual Conference, March 1995.

University/Community Service (Partial List):

Designed a prototype Virtual Classroom for a Distance Learning class using Web pages, Email, and interactive student chat rooms at Florida Gulf Coast University, Summer 1997.

Designed the Marketing Department website for the College of Business at Florida Gulf Coast University, Summer 1997. 

Designed the "Georgia Chambers of Commerce Directory" WWW homepage for all the Georgia Chambers of Commerce (156), Summer 1996.

Designed the Department of Marketing & Real Estate website at State University of West Georgia, Summer 1996. 

Indexed each of the following 5 homepages on 350+ WWW search engines & directories: State University of West Georgia (http://www.westga.edu/), School of Business (http://www.westga.edu/~busn/), Department of Marketing & Real Estate (http://www.westga.edu/~mktreal/), Georgia Chambers of Commerce Directory (http://www.westga.edu/~mktreal/ chamber/), and B>Quest (Business Quest) (http://www.westga.edu/ ~busn/b_quest), Summer & Fall 1996.

Began the design of my own teaching homepages on the State University of West Georgia website (http://www.westga.edu/~mktreal/langford.html), Fall 1996. 

Served on the West Georgia Student Work Advisory Committee, Fall 1996 to Spring 1997.

Served as Secretary for the School of Business at West Georgia from July 1, 1995 to June 30, 1996.

Served as the Distance Learning Coordinator for the WGC School of Business, March 1995 to March 1996.

Served on the Vice President's Academic Support Services Committee for the WGC Planning and Prioritization Process, March 1995.

Serving on the Management By Objectives Evaluation Committee of the Department of Marketing and Real Estate, September, 1995 to Spring 1997.

Serving on the West Georgia Steering Committee on Distance Learning and Instructional Technology, and on its Faculty Development Subcommittee, October 1994 to Spring 1997.

Serving on the West Georgia Intellectual Properties Committee, September 1994 to Spring 1997.

Served on the West Georgia School of Business MBA Evaluation Committee, Spring 1994.

Assisted in the creation of the "Student Dining Council" for the West Georgia Dining Service, Winter 1994.

A-Day (WGC Funds Raising) Chairman for the West Georgia Department of Marketing and Real Estate, Fall 1994.

Acting Chairman, Department of Marketing and Real Estate, University of West Georgia, July 1993-June 1994.

Interviewed and Evaluated Dr. Beheruz Sethna for the Presidency of WGC, June 1994.

Chairman of the Search Committee for permanent Chairman of the Department of Marketing and Real Estate, University of West Georgia, July 1993-June 1994.

Marketing Consultant to the Division of Continuing Education/Public Service, University of West Georgia, August, 1993-Spring 1997.

Faculty Advisor for the University of West Georgia Chapter of the American Marketing Association 1992-1993. 

Marketing Strategy Instructor for the staff of the University of West Georgia, Division of Continuing Education/Public Service, July 1993.

University of Georgia College Instructor of Marketing Strategies for the Southwire Corporation Manager Development Program, May 1993.

Faculty Advisor for the Western Carolina University Marketing/Management Club, 1991-1992.

Western Carolina University School of Business Development Task Force, 1991-1992.

Professional Development (Partial List): 

Attended the second annual GSAMS Programming and Training Conference in Athens, Ga., and participated in 5 Distance Learning workshops as well as conducted 2 workshops, February 1996.

Attended the first annual GSAMS Programming and Training Conference in Athens, Ga., and participated in s6 Distance Learning workshops, February, 1995.

Designed the Personal Selling course for Spring 1995, University of West Georgia.

Participated in a study by The Graduate School of UWGCon "West Georgia Scholarly Research," July 1994.

Designed Distance-Learning version of the Principles of Marketing course for Winter and Spring 1995.

Completed the UWG School of Education Technology Training Session "Integrating Technology Into The Curriculum," Fall 1994.

Completed the UWG School of Education Technology Training Session "Distance Education," Fall 1994.

Designed the Services Marketing course for Fall 1994, University of West Georgia.

Attended a 3 hour session on "Teaching Strategies and Active Learning" presented to the UWG School of Business Faculty by Dr. Harvey Brightman, Department of Decision Sciences, Georgia State University, January 7, 1994.

Attended numerous conferences of: The American Marketing Association, Southern Marketing Association, Association of Marketing Theory & Practice, Atlantic Marketing Association, Georgia Association of Marketing Educators, GSAMS, Direct Marketing Association, Sales and Marketing Executives, Marketing Educators Conference, more.

Received the Best Paper-Services Marketing Track award at the 1996 Association of Marketing Theory & Practice Annual Meeting, March 1996.

Selected by the Student Government Association as one of two finalists for Student Government Association Faculty Advisor at University of West Georgia.

Nominated by the UWG School of Business Faculty as a candidate for the WGC Presidential Search Committee, Fall 1993.

Appointed to the University of West Georgia Graduate Faculty, June 1993.

Received Innovative Teaching Award from the School of Business, University of West Georgia College, May 1993.

Received Publication Award from the School of Business, University of West Georgia, May 1993.

Beta Gamma Sigma -- inducted March 1990 as a finishing MBA student at Mississippi State University.

Received a citation from the Better Business Bureau of Southwest Louisiana for forming the BBB office in Lafayette, Louisiana, June, 1973.

Featured, quoted, reviewed or listed in:

Money Magazine, Institutional Investor, Who's Who in Finance and Business, Who's Who in Insurance, Mississippi Business Journal, Financial Sales Bulletin, The Spotlight, Newsletter Digest, and over fifty daily and weekly newspapers nationwide.

Television Appearances: 

Cable News Network [CNN], April 28, 1987.

WCBI TV, November 5, 1987.

Radio Interviews: 

WKRG (2 interviews), WAPF, WJNT, and Mississippi Public Radio [MPR], Fall 1987.

Member: American Marketing Association, Southern Marketing Association, Association of Marketing Theory & Practice, Atlantic Marketing Association, Southwest Marketing Association, American Risk and Insurance Association, Sales & Marketing Executives, and Southeast Decision Sciences Institute.

Focused on Internet Marketing, quantitative Marketing Research (with emphasis on attitude and service measurements, as well as Internet Marketing), qualitative Marketing Research applications (such as Nominal Grouping Sessions & Focus Groups), Services Marketing, Sales, Direct/Database Marketing, and Distance-Learning.

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