Assistant Professor, Marketing

  • David G. Burgoyne Faculty Fellow

Profile

Neil Bendle joined Ivey in 2010 as an Assistant Professor in Marketing after completing his PhD in Marketing (Business Administration) from the University of Minnesota. A qualified accountant (FCCA) Neil also holds an MBA from the University of Virginia, MA in Hellenistic Studies from University of Liverpool, and a BA in Ancient History and History from the University of Nottingham.
 
Neil’s research has two strands. The first focuses on the impact of non-standard decision making in commercial and political markets using evolutionary game theory and behavioural economics. The second strand investigates the measurement of marketing performance and the accounting/marketing interface.
 
He is co-author of Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance (3rd edition) Wharton School Press. Neil blogs weekly on decision-making and management at www.neilbendle.com and is co-author of a cartoon book: Behavioural Economics for Kids. Prior to entering academia Neil was the Finance Director of the British Labour Party.

Teaching

  • MBA Competition and Competitor Analysis
  • HBA Competition and Competitor Analysis
  • HBA Measurable Marketing
  • PhD Decision Making

Education

  • PhD, Carlson School of Management, University of Minnesota
  • MBA, Darden School, University of Virginia
  • MA, University of Liverpool
  • BA, University of Nottingham

Recent Refereed Articles

  • Bendle, N.T., Thomson, M., (forthcoming), "Indirect Prejudice: The Danger in Considering Others’ Preferences during a Primary Election", Journal of Customer Behaviour.
  • Horne, D., Bendle, N.T., 2016, "Gift Cards: A Review and Research Agenda", International Review of Retail, Distribution and Consumer Research, June 26(2): 154 - 170.
  • Bendle, N.T., Wang, X., Mai, F., 2016, "Understanding Co-Authorship among Consumer Behavior Scholars", Journal for Advancement of Marketing Education, Spring 24(1).
  • Bendle, N.T., Bagga, C., 2016, "The Metrics That Marketers Muddle", Sloan Management Review (MIT), Spring 57(3): 73 - 82.
  • Bendle, N.T., Cotte, J., 2016, "Assumptions of Rationality in A Political Market: The Case of the Republican Autopsy", Journal of Nonprofit & Public Sector Marketing, March 28(1): 66 - 83.
  • Bendle, N.T., Wang, X., 2016, "Uncovering the Message from the Mess of Big Data", Business Horizons, January/February 59(1): 115 - 124.
  • Wang, X., Bendle, N.T., Mai, F., Cotte, J., 2015, "The Journal of Consumer Research at Forty: A Historical Analysis", Journal of Consumer Research, June 42(1): 5 - 18.
  • Bendle, N.T., Vandenbosch, M.B., 2014, "Competitor Orientation and the Evolution of Business Markets", Marketing Science, November/December 33(6): 781 - 795.
  • Bendle, N.T., 2014, "Reference Dependence in Political Primaries", Journal of Political Marketing, November/December 13(4): 307 - 333.
  • Bendle, N.T., Farris, P., Pfeifer, P., Reibstein, D., 2010, "Metrics that Matter - to Marketing Managers", Marketing - Journal of Research and Management, March 6(1): 18 - 23.

Experience

  • Assistant Professor of Marketing, Ivey Business School, Western University (2010-present)
  • Finance Manager Labour Party (UK) (1996-2002)