strtol()
is your friend here. The third parameter is the numerical base that you are converting.
Example:
#include <stdio.h> /* printf */
#include <stdlib.h> /* strtol */
int main(int argc, char **argv)
{
long int num = 0;
long int num2 =0;
char * str. = "f00d";
char * str2 = "0xf00d";
num = strtol( str, 0, 16); //converts hexadecimal string to long.
num2 = strtol( str2, 0, 0); //conversion depends on the string passed in, 0x... Is hex, 0... Is octal and everything else is decimal.
printf( "%ld\n", num);
printf( "%ld\n", num);
}