Mark Lang, Food Marketing Expert

Mark Lang, Ph.D.

Department of Food Marketing, Haub School of Business, Saint Joseph’s University

5600 City Avenue, Philadelphia, PA 19131, 610-660-3431, mlang@sju.edu

http://www.sju.edu/about-sju/faculty-staff/mark-lang-phd


 

Mark is a food marketing expert who is currently a professor of Food Marketing in the highly regarded food program at Saint Joseph's University in Philadelphia, PA. Prior to academia, Mark was a marketing and research professional in food and retailing for over twenty years. For eleven years, Mark was Director of Marketing & Research at Publix Supermarkets. Mark worked in brand management and market analysis for Melitta Coffee, CIBC Bank, and PriceWaterhouseCoopers.

Mark has been responsible for hundreds of research projects and surveyed over one million customers. He has led the development and promotion of several hundred different products working extensively with brand strategy, package design, pricing, advertising, promotion, merchandising, and store design. Mark has worked closely with senior management, sales, store operations, category management, and manufacturing.

Mark is co-founder and director of the Institute of Food Product Marketing and Associate Editor of the Journal of International Food and Agribusiness Marketing.

Mark actively consults to industry and leads and participates in numerous studies, projects, meetings, boards, and events. Areas of interest for research, teaching, and consulting focus on food products marketing and retailing. Specific topics include: consumer and market research; brand and marketing strategy; consumer behavior; retailing, merchandising, and private label; and innovation and product development.

He can be contacted directly to discuss these and other activities.

Education

Temple University, Ph.D. Business Administration: Marketing, Philadelphia PA

York University, Schulich School of Business: Master of Business Administration, Toronto ON

York University, Bachelor of Arts: Economics& Finance Double Major, Toronto ON

 

 Academic Appointments

Assistant Professor, Department of Food Marketing, Saint Joseph’s University, Philadelphia, 2012-Present
Director, Institute of Food Product Marketing, Philadelphia PA, 2011-Present
Associate Editor, Journal of International Food and Agribusiness Marketing, 2014

Visiting Instructor, Department of Food Marketing, Saint Joseph’s University, Philadelphia, 2008-2012

Adjunct Instructor, Exec M.S., Department of Food Marketing, Saint Joseph’s University, Philadelphia, 1998-2007

110 Undergraduate Credit Hours taught: Food Industry Overview, Advertising & Promotion, Retail Management, Marketing Strategy, International Study Tours

40+ Graduate Executive Courses:  Marketing Research, Segmentation and Positioning, Marketing Planning, Advertising Strategy, Advertising Research, Managing Mature Brands, Targeted Marketing, Hispanic Marketing, Strategy as Problem Solving, Retail Study Tours

 

 Industry Professional Employment

Publix Supermarkets, Corporate Director of Marketing& Research, 1996-2007, Lakeland FL

Melitta Coffee North America, International Brand Manager, 1993-1996, Clearwater FL

CIBC Bank, Retail Market Analyst 1991-1993, Toronto ON

PricewaterhouseCoopers: Strategic Management, Retail Market Consultant 1988-1991, Toronto ON

 

 Peer Reviewed Academic Journals

Lang, M. and Hunt, J. (2014), "Brand Exclusivity Arrangements between Retailers and Suppliers: Consumer Consequences,” Journal of Food Products Marketing.
Lang, M. and Hooker, N. (2013), “An Empirical Test of Shopping Experience in Food Retailing,” British Food Journal.

Lang, M., Soesilo, P., and Lancioni, R. (2012), “Do Small Format Supermarkets Improve the Shopping Experience? Field Study Assessment of Two Alternative U.S. Strategies,” International Journal of Applied Behavioral Economics.

Wang, T. and Lang, M., “Residual Effects of Special Purpose Displays on Shopping Behavior,” under review at the Journal of Retailing.

Lang, M., Kelley J., and Moore K. (2014), “The Extent and Nature of External Information Search at the Point of Sale: The Explanatory Capacity of Eye-Tracking Techniques,” under review at Journal of Behavioral Decision Making.

Lang, M., Bharadwaj, N., and Di Benedetto, C.A. (2014), “Can Harnessing the Wisdom of the Crowd Improve Prediction of Marketing-related Outcomes?” under review at the Journal of Marketing.

Lang, M., Stanton, J., and Yingdao, Q. (2014) “Consumers’ Evolving Definition and Expectations for Local Foods,” under review at British Food Journal.

 

Peer Reviewed Conference Proceedings

Best Paper Award: Lang. M., Bharadwaj, N., and Di Benedetto, C.A. (2014) “Can the Emerging Prediction Market Methodology Aid in Improving Demand Forecasting of New Products?” Proceedings of the American Marketing Association, Winter Educators Conference.

Wang, T. and Lang, M. (2012), “Effect of Exposure to Special Merchandising Sections on Shopping Patterns and Purchases,” International Food Marketing Research Symposium, Philadelphia PA, June, 2012.

Lang, M., Soesilo, P., and Lancioni, R. (2011), “Small Format Supermarkets,” conference proceedings of the 18th Recent Advances in Retailing and Services Sciences Conference, San Diego, CA, July 2011.

Lang, M., Stanton, J., Lancioni, R., Herbst, K. (2010), "The Role of Hedonistic and Emotional Response in Food Shopping," conference proceedings of the 17th Recent Advances in Retailing and Services Sciences Conference, Istanbul, Turkey, July 2010.

 

Working Papers

Lang, M., “National Brand-Private Label Co-Branding Relationships: Impact on National Brand Equity,” field data collected and targeted to food journal.

Lang, M., “Drivers of In-Store Experience in High Service Departments,” field data collected and targeted to food journal.

Lang, M., Bharadwaj, N., and Di Benedetto, A., “Can Harnessing the Wisdom of the Crowd Aid in Improving Forecasting Marketing-Related Outcomes?,” dissertation with field data collected from Campbell’s Soup Company, targeted to marketing journal. 

 

Authored Books

Stanton, J. and Lang M. (2008), Precision Target Marketing, Atlantic City, NJ: Raphel Publising.

Lang, M. and Stanton J., Definition and Drivers of Demand for Locally Sourced and Produced Food Products, forthcoming from the Institute of Food Product Marketing, Philadelphia PA.

 

Conference Activities

Invited presentation, “Innovations in Measuring the Impact of In-Store Marketing & Merchandising,” Shopper Insights in Action Conference, Chicago IL, July 2013.

Co-Producer/Chair of International Food Marketing Research Symposium, Budapest, Hungary, June, 2013.

Presenter, “Private Label New Product Development” and Session Leader “Private Label Strategy,” Private Label Manufacturers Association-Educational Conference, Chicago, IL and Philadelphia, PA, 2008-2013.

Co-Producer/Chair of International Food Marketing Research Symposium, Philadelphia PA, June, 2012.

Presenter and Session Chair of “Food Retailing,” 18th Recent Advances in Retailing and Services Sciences Conference, San Diego, CA, July 2011.

Presenter and Session Chair of “Segmentation and Consumer Behavior,” 17th Recent Advances in Retailing and Services Sciences Conference, Istanbul, Turkey, July 2010.

Presenter, “Innovations in Private Label Promotion,” Food Marketing Institute: 2010 Educational Conference, Las Vegas NV, May 2010.

Producer and Chair, “Meeting the Challenges of Today’s Food Marketplace: Lessons from Industry Leaders,” Food Industry Summit, Saint Joseph’s University, Philadelphia PA, March 2010.

Presenter, "Brand Exclusivity Arrangements Between Retailers and Suppliers: Consumer Consequences," Marketing Research Symposium, Temple University, November 2010.

Presenter, "Empirical Test of Shopping Experience in Lower Involvement Retailing," Marketing Research Symposium, Temple University, February 2010.

Chair, Association of National Advertisers: Marketing Research Issues Summit, Northwestern University, Chicago IL, 2006.


Industry Trade Publication 
Lang, Mark, "Defining Local Foods Will Impact Success," Progressive Grocer: Expert Column, February, 2014.
https://sites.google.com/site/pgrocerlocal22414/
Lang, Mark, "Gluten Free - A Consumer Driven Trend," New York Times: A Room for Debate, February, 2014.
https://sites.google.com/site/nytimesglutenfree22014/
Featured on PLMA Live, "Are Retailers Ready To Be Marketers?" Private Label Manufacturers Association, New York,  March 2013, http://www.plmalive.com/Mar13.html

Lang, Mark, “Do Smaller Format Supermarkets Provide an Improved Shopping Experience?” Grocery Headquarters Magazine, June 2011.

Lang, Mark, “Planning from the Top Down: Strategy is Too Important to Leave to Strategists: Leaders Must Take the Reins,” Grocery Headquarters Magazine, January 4, 2010.     

 

Professional Activities

SJU Representative, Food Industry University Council, 2013-Present

Editorial Review Board, Journal of International Food and Agribusiness Marketing, 2012-2013

Ad Hoc Reviewer, Journal of Food Products Marketing, 2012-Present

Ad Hoc Reviewer, The British Food Journal, 2012-Present

Ad Hoc Reviewer, AMA Educators Conference, 2012-2013

Guest Lecturer, Marketing Research, Fox School of Business, Temple University, 2011

Judge, PLMA Product Excellence Awards, New York NY, 2009-2010.

Guest Lecturer, Marketing-Finance Interface, Fox School of Business, Temple University, 2010

Contribution acknowledged in Bharadwaj N. and Delurgio P. (2009), “Giant Consumer Products: The Sales Promotion Resource Allocation Decision,” Harvard Business Review case study.

Research Committee Member, Association of National Advertisers, New York NY, 2001-2007.

Paper Review Committee, Advertising Research Foundation Conference, 2007.

Editorial Board, Journal of Food Products Marketing, 1999-2008.

Seminar Leader, “Strategic Problem Solving and Creative Thinking Skills for Managers,” Schulich School of Business-Executive Development Program, Toronto ON, 2004-2005.

USDA Envoy, “Profitable Supermarket Management,” U.S. Foreign Agricultural Service: Trade and Investment Program, Ho Chi Minh City and Hanoi, Vietnam, 2003.

 

Awards & Honors

Best Paper Award, American Marketing Association, Winter Educators Conference, February 21-23, 2014
Second Place, Faculty Leader, University Coalition Student Case Competition, National Grocers Association, Las Vegas Neveda, 2014
First Place, Faculty Leader, University Coalition Student Case Competition, National Grocers Association, Las Vegas Neveda, 2013

https://sites.google.com/site/firstplacengacasecompetition/

Morris Grant for Scholarly Research, Saint Joseph’s University, 2013

First Place, Fox School of Business Dissertation Competition, Temple University, Philadelphia, 2012.

USDA Higher Education Challenge Grant $6,000, 2012

Food Marketing Educational Foundation Scholarship, funding Ph.D. studies, 2008-2012

Temple University’s Delegate to the AMA Sheth Doctoral Consortium, Oklahoma State University, 2011

C.G. McNutt Chair grant of $3,000 funding dissertation study, 2011

Campbell’s Soup grant of $35,000 funding dissertation study, 2011

Lumenogic grant of $40,000 funding dissertation study, 2010

Temple University-CIBER Grant of $15,000 funding dissertation study, 2010

President’s Recognition “Publix Champion,” 2006

Publix CEO’s “Gold Medal” for Outstanding Performance, 2000

Publix "Spirit of Service Award", 1999

 

Industry Press

Live On-Air Guest on "The Debate over Gluten Free Diet," Capital City Recap with Mike Cohen, 1320 WILS, Lansing MI, February 2014. 
Interviewed for “The Marketing and Nutritional Value of Convenience Foods," Sonja Puzic , CTV News, Toronto, Canada, February, 2014. 
Interviewed reported in “Big Food Brands Slow to Respond to Gluten Free Trend,” Matthew Boyle, Bloomberg Businessweek, London,  October, 2013.

Interview reported in “Got Lobster? Maine Industry to Boost Marketing," by Clarke Canfield (Associated Press), ABC News and US News, September, 2013.

Interview reported in “Market Chain Looks to Shelve Its European Chic,” Bethany Firnhaber, LA Business Journal, September, 2012

Interview reported in “How Boar's Head Became a Deli Meat Beast,” E.J. Schultz, Advertising Age
August 02, 2012.

Interview reported in “Meat of the People: Boar’s Head is Everywhere. But What Do We Really Know About It?” Bryan Curtis, Slate Magazine, January 31, 2012.

Interviewed on camera for “FDA Testing O.J.” ABC Action News, January 11, 2012.

Interviewed for “Grocers Boost Private Labels to Reach Deal Hunters,” Matthew Boyle, Bloomberg Businessweek,  November, 2011

Interview reported in “Grocer to Go Small in Hopes of Bigger Revenue,” Olga Khazan, LA Business Journal, October, 2011

Interview reported in “The New Consumer: How Shopping Has Changed For Good,” John Boccuzzi, Jr., Candy & Snack Today Retail Report, September/October, 2010.

Interview reported in “What Are Top Ten Best Practices for Promotion?” John Karolefski, CPGMatters and RetailWire, June 6, 2010.

Interview reported in “Retailers Need to Bet on Post-Recession Trends,” David Orgel, Supermarket News, May 17, 2010.

Featured in “Building Innovation: Brand Manager Playbook Can Also Work for Private Label,” Grocery Headquarters Magazine, The FMI Show Daily, May 11, 2010.

Interview reported in “New Frugality Shows Up in Local Checkout Lanes: Price-First Supercenters Show Surge in Local Sales, Mirroring National Trend,” Jen Aronoff, The Charlotte Observer, February 16, 2010.

Interview reported in “Harris Teeter’s Morganthall, ShopRite’s Jeff Brown to Present at SJU Food Industry Summit,” Progressive Grocer, January 19, 2010.

Interview reported in “The Coldest Cut? Boar's Head Meats Now the Big Cheese at Harris Teeter and Dietz & Watson Isn't Happy,” Jen Aronoff, The Charlotte Observer, August 4, 2009.

Interview reported in “Dietz & Watson Takes Issue with Boar's Head Business Tactics,” Mike Armstrong, The Philadelphia Inquirer, July 30, 2009.

 

Academic Service: Administration

      Graduate Programs Committee, Haub School of Business, 2013-2014

Faculty Coordinator, Centrum-SJU Dual Degree, Lima Peru, 2012-Present

Faculty advisor for University Coalition Student Case Competition, 2012-2013

Chair, Food Marketing Faculty Recruiting Committee, 2013

Food Marketing Faculty Recruiting Committee, 2012

Honors Committee, Haub School of Business, 2012-2013

Food Marketing MS/MBA Program Redesign Committee, 2011-Present

Food Marketing Student Association Faculty Advisor, 2011-2012

Food Marketing Library Liaison 2012-2013

Food Marketing MS/MBA Program Admissions Committee, 2008-Present

Wal-Mart Leadership Program Admissions Committee, 2011

Food Marketing Coop Admissions Committee, 2010-Present

Food Industry Summit Producer and Chair 2010

Student Ambassador Selection Committee, 2008-2010


 

Academic Service: Scholarship

Summer Scholars Mentor, Saint Joseph's University, 2014

M.S. Thesis Committee Member, "The Effects of In-Store Promotions on Commodity Food Products," Peter Charette, 2012-2013.

Food Marketing International Study Tour: Origins of Specialty Foods, Northern Italy, 2013

Independent Study: Definition and Drivers of Demand for Local Foods, Angela Qu (M.S.), 2013

Independent Study: International Food Retailing, Ryan Burns (Undergrad), 2011

Food Marketing International Study Tour: European Markets & Merchandising, Southern France, 2011

Independent Study: Food Advertising Research, Exec MBA Patricia Aliaga (Pepsi), 2011

Independent Study: Positioning and Branding Strategy, Exec MBA Taly Solomon (Campbells), 2011

Food Marketing MBA Study Tour: Emerging Retail Formats, Phoenix Arizona, 2009

 

Current & Past Membership Activity

American Marketing Association

Association of National Advertisers

Advertising Research Foundation

Marketing Research Association

The American Advertising Federation