Associate Professor, Marketing

  • David G. Burgoyne Faculty Fellow


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 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.


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


  • 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., Wang, X., (forthcoming), "Marketing Accounts", International Journal of Research in Marketing.
  • Bendle, N.T., Bagga, C., 2017, "The Confusion About CLV In Case-Based Teaching Materials", Marketing Education Review, Spring 27(1): 27 - 38.
  • Bendle, N.T., Thomson, M., 2016, "Indirect Prejudice: The Danger in Considering Others’ Preferences during a Primary Election", Journal of Customer Behaviour, Autumn 15(3): 239 - 259.
  • 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.


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