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

  • HBA Competition and Competitive 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

Selected Publications

  • Uncovering The Message In The Mess Of Big Data, with Shane (Xin) Wang, Business Horizons (Forthcoming)
  • "The Journal of Consumer Research at Forty: A Historical Analysis" with Xin (Shane) Wang, Feng Mai and June Cotte, Journal of Consumer Research, 2015.
  • “Competitor Orientation and the Evolution of Business Markets” with Mark Vandenbosch, Marketing Science, 2014.
  • "Primary Elections and US Political Marketing" with Mihaela-Alina Nastasoiu in Political Marketing in the United States, Edited by Jennifer Lees-Marshment, Brian Conley and Kenneth Cosgrove, 2014.
  • "Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance”, with Paul Farris, Phillip Pfeifer and David Reibstein, Wharton School Publishing 3rd Edition, 2015.

Experience

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