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Neil Bendle

Associate Professor, Marketing

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  • Behavioral Economics
  • Marketing Metrics
  • Political Marketing
  • Marketing Accountability

Faculty Focus

Impact Article

Research Publications

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Neil’s research has two strands. The first investigates the measurement of marketing performance and the accounting/marketing interface. The second focuses on the impact of non-standard decision making in commercial and political markets using evolutionary game theory and behavioural economics.
Neil is the Chair of the Marketing Accountability Standards Board advisors. 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 and is co-author of a cartoon book: Behavioural Economics for Kids.


  • Measurable Marketing
  • Competition and Competitor Analysis
  • Decision Making

Programs Taught

  • HBA
  • MBA
  • PhD


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

Honours & Awards

  • Ivey Business School, Research Merit Award, 2016, 2017
  • JAME - 2016 Outstanding Review of the Year
  • David G. Burgoyne Faculty Fellowship (2014-17)


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