Dr. Barry E. Langford

Resume [6/2007]

Dr. Barry E. Langford

Academic and Industry Background

EDUCATION

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 Intention To Shop Among Insurers For A Personal Automobile Policy."
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.

ACADEMIC EMPLOYMENT

2007-Now  CLINICAL PROFESSOR OF MARKETING, The University of Mississippi, Tupelo, Mississippi.

1997-2007 ASSOCIATE PROFESSOR OF MARKETING, and DIRECTOR, INSTITUTE FOR ADVANCES IN MARKETING, Florida Gulf Coast University, Fort Myers, Florida.
Courses: Professional Selling, Direct Marketing, GIS/Database Marketing, Marketing on the Internet (Grad. & Undergrad.), Services Marketing (Grad. & Undergrad.), Marketing Research (Grad. & Undergrad.), Understanding Consumers (Grad. & Undergrad.), Marketing Management (Grad.) & Marketing Principles.

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, Property & Liability Insurance.

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

INDUSTRY EMPLOYMENT

1993-now CUSTOMER CONTACT CONSULTANT: Target Market Research, Knowledge Management & Application, and Sales Training.  Creator of the far superior replacement for focus groups - Nominal Grouping Sessions (NGS).  "Building organizational competitive advantages through data and knowledge acquisition and application."

1985-1986 VICE-PRESIDENT, 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 investment marketing.

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.

CONSULTATION, RESEARCH AND TEACHING INTERESTS

Focused on:
· Sales & Sales Management Training, Planning and Execution.
· Quantitative Marketing Research (with emphasis on attitude and service measurements, as well as Internet marketing),
· Qualitative Marketing Research (such as Nominal Grouping Sessions &Focus Groups),
· Interactive Marketing (E-Marketing) (Marketing on the Internet, GIS/Database Marketing, & Direct Marketing),

Research Publications and Activities (truncated list)

SCHOLARSHIP

Refereed Journals Publications:

Izzo, George & Barry E. Langford (Fall 2003), “Realtor Designations as an Indicant of Cognitive Moral Development and Success in Real Estate Sales,” Journal of Real Estate Practice and Education, Vol. 6(2), pp.191-202.

Langford, Barry E. & Robert M. Cosenza (Fall 2002), "Designing Interactive Websites That Sell: A Marketing Perspective," accepted for the Journal of Business Disciplines, Vol. 3(1).

Langford, Barry E., Gerald Schoenfeld, and George Izzo (February 2002), "Nominal Grouping Sessions v. Focus Groups," Qualitative Market Research: An International Journal, Vol 5(1), pp. 58-70.

Langford, B.E., J.A. Farinella, H.S. Weeks, and B.K.Hobbs (Spring 2001), "Distance Delivery: A Marketing Faculty Perspective," Journal of Business Education, Vol. 2, pp 75-88.

Langford, Barry E. (Winter 2000), "The WebMarketer Experiment: A Rude Awakening," Journal of Interactive Marketing, Vol. 14(1), pp.40-48.

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

Langford, Barry E., & Hunsicker, Frank (January 1995), "An Integrated View of the Relationship Between the Organization and Its 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: A Magazine of Management and Applications," Vol. 5(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.

Refereed Publications (Proceedings) at Academic Meetings:

"An eMarketing Concentration in the Marketing Major," in Proceedings of the Academy of Business Education Conference (September 2002), B.E.Langford.

"On Teaching Undergraduate Internet Marketing," in Proceedings of the Association of Marketing Theory & Practice Conference (March 2002), Session 7.2, pp. 2-8, B.E.Langford.

"Distance Learning Literature Review and Suggestions for Future Research on Business Faculty Perceptions," in Proceedings of the Academy of Business Education Conference (Sept. 2000), Online: http://www.abe.villanova.edu/proceeding.html, # 126, B.E.Langford, H.S.Weeks & B.K.Hobbs.

"A Marketing Approach to Designing Websites That Sell," in Proceedings of the Association of Marketing Theory & Practice Conference (March 2002), Session 6.2 pp. 7-11, B.E.Langford & R.M.Cosenza.

"Organizational Structure and Socialization of Real Estate Sales Practitioners," in Proceedings of the International Business Education and Technology (IBET) Conference (March 2001), G.Izzo and B.E.Langford.

"Managing Five (Not Four) Points of Customer Contact," abstract in Proceedings of the Academy of Business Disciplines Conference (November 2000), CD, B.E.Langford.

"Surviving the Click versus Brick Wars by Managing Five Customer Contact Points," extended abstract in the Proceedings of the Direct Marketing Education Foundation Conference, (Oct. 2000), CD, B.E.Langford & R.M.Cosenza.

"Internet Marketing Myth: You Can Sell Your Product From Your Website Without Using Other Media," Proceedings of the Seventh Annual Meeting of the American Society of Business and Behavioral Sciences in Las Vegas, Nevada (February, 2000), B.E.Langford.

"Valid Measurement of Public Attitudes," in the Proceedings of the Academy of Business Disciplines Annual Meeting, (Nov. 1999), CD, B.E.Langford and L.Duffus.

"Personal Strategic Marketing Plan: The Battle for Your Career," in the Proceedings of the Academy of Business Disciplines Annual Meeting, (Nov. 1999), CD, L.Duffus and B.E.Langford.

"The WebMarketer Experiment: An Exploratory Study of the Direct Effect of Online Promotion of A Commercial Website," in the Proceedings of the Direct Marketing Education Foundation Annual Conference, (Oct. 1999), pp. 15-24, B.E.Langford.

"The Federal Highway Administration's $70 Million Pilot Program on Variable Pricing of Tolls: Can It Succeed?" in Advances in Marketing: Theory, Practice, and Education, Joyce A. Young, Robert D. Green, and Faye W. Gilbert, eds., the proceedings of the Society for Marketing Advances, (October 1999), pp. 261-266, B. E. Langford and L. Duffus.

"The Futility of Marketing Websites on Search Engines and Directories," in Expanding Marketing Horizons Into The 21st Century, Joseph Chapman, Ed., the proceedings of The Association of Marketing Theory and Practice, (March 1999), pp. 282-287, B. E. Langford.

"WebShopper Experiment Preliminary Findings," in Frontiers in Direct Marketing, the proceedings of the Direct Marketing Education Foundation (DMEF), (October 1998), pp. 70-71, B. Langford.

"An Example of Service-Good Analysis of A Traditional Pure-Service Product: The Personal Automobile Policy (PAP)," in Expanding Marketing Horizons Into The 21st Century, David L. Moore, Ed., proceedings of The Association of Marketing Theory & Practice, (March 1996), pp. 92-99, B. Langford and R.Cosenza.

"Maximizing Pre-Class 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 1995), pp. 462-464, B.Langford.

"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: Society for Marketing Advances, (Nov. 1994), pp. 206-211, B.Langford and L.M.Capella.

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

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

"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 1991), pp. 336-339, B.E.Langford and D.R.Arnold.

"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 1991), pp. 272-275, B.E.Langford and R.A.Hershbarger.

"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 1990), pp. 405-408, B.E.Langford and D.R.Arnold.

Refereed Presentations at Academic Meetings (not also published in Proceedings):

"Realtor Designations as an Indicant of Cognitive Moral Development and Success in Real Estate Sales," presented at the American Real Estate Society, April 2002, G. Izzo and B.E. Langford.

"Avoiding Stop Signs in Website Design," presented at the Academy of Business Disciplines Conference, November 2001, B.E.Langford.

"Designing Useful And Effective Real Estate Surveys," presented at the Western Social Science Association Annual Conference, April 2000, D. J.Borgia, S.Weeks, and B.E.Langford.

"Smarter Vs Harder: Can Professional Education Lead to Success in Real Estate Sales? A Quasi-Experimental Study," presented at the American Real Estate Society Annual Conference, March 2000, G.Izzo and B.E.Langford.