Neil Bendle
Department of Marketing

Associate Professor

C305 Benson Hall
630 S. Lumpkin St.
Athens, GA, 30602
Phone Numbers
Email Address


I aim to produce interesting, top-level, boundary spanning research and specialize in marketing metrics and accounting, decision making, and political marketing. Teaching current and future managers matters to me as does impacting practice.



Carlson School of Management, University of Minnesota, PhD, Marketing (Business Administration), 2010

Darden Graduate School of Business Administration, University of Virginia, Masters of Business Administration, 2004

Association of Chartered Certified Accountants, United Kingdom, Fellow of the Association, 2000

University of Liverpool, United Kingdom, Master of Arts in Hellenistic Studies, 1994

University of Nottingham, United Kingdom, Bachelor of Arts, Ancient History and History, 1991

Prior Professional Positions

Ivey Business School, Western University, Associate Professor of Marketing, 2017-2020, Assistant Professor of Marketing, 2010-2017

The Labour Party, London, United Kingdom, Director of Finance (from 2001, previously Finance/Communications Manager), 1996-2002

KPMG, Manchester, United Kingdom, Internal and External Audit Assistant, 1995-1996


  • European Journal of Marketing Outstanding Reviewer, 2019
  • Ivey Business School, Research Merit Award, 2018, 2017, 2015-2016
  • JAME 2016 Outstanding Review of the Year
  • David G. Burgoyne Faculty Fellowship (2014-2017)
  • Carlson School of Management Dissertation Fellowship (2009-2010)
  • Lieberman Award for Outstanding Teaching Performance (2009)
  • ISBM (Institute for the Study of Business Markets) Dissertation Fellowship (2008)
  • Carlson School of Management Excellence in Teaching Award (2008)


MASB (Marketing Accountability Standards Board) Chair of the Advisory Council, Co-Chair of the Finance in Marketing taskforce, Member of the Improving Financial Reporting and Emerging Issues taskforces

Areas of Expertise

Marketing Metrics
Accounting and Marketing
Marketing Accountability
Political Marketing

Research Interests

Marketing Metrics
Accounting and Marketing
Marketing Accountability
Political Marketing
Behavioral Economics
Market Evolution

Selected Publications

Journal Articles

  • Does Piracy Create Online Word-of-Mouth? An Empirical Analysis in Movie Industry Shijie Lu, Xin (Shane) Wang and Neil Bendle, Online at Management Science,
  • A Social Commons Ethos in Public Policy-Making, Jennifer Lees-Marshment, Aimee Huff, and Neil Bendle, Conditionally Accepted at the Journal of Business Ethics
  • Marketing and Politics: Strange Bedfellows No More, David A. Schweidel and Neil Bendle (Editorial), Customer Needs and Solutions, 6 (3-4) 37-40, (2019)
  • Stereotyping and Marketing: Out-Group Homogeneity Bias and Entry to Competitive Markets, Neil Bendle and Andrew Perkins, online at Customer Needs and Solutions
  • Object Valuation and Non-Ownership Possession: The Cases of Renting and Borrowing, Charan Bagga, Neil Bendle and June Cotte, Journal of the Academy of Marketing Science, January 47(1) pp 97–117, (2019),
  • Improving Measurement With Big Data: Variety-Seeking And Survival Alina Nastasoiu,Neil Bendle, and Mark Vandenbosch. Wharton Customer Analytics Initiative Research Opportunity sponsored by Sirius XM Radio Inc., Applied Marketing Analytics 4(3): 253-63 (2019)
  • Forging a Stronger Academic-Practitioner Partnership - The Case of Net Promoter Score (NPS), Neil Bendle, Charan Bagga, and Alina Nastasoiu, Journal of Marketing Theory and Practice, 27(2): 210-226 (2019)
  • The Misuse Of Accounting-Based Approximations Of Tobin’s q In A World Of Market-Based Assets, Neil Bendle and Moeen Butt, Marketing Science, 37(3):484-504, (2018),
  • Marketing Accounts, Neil Bendle and Xin (Shane) Wang, International Journal of Research in Marketing, 34 (3): 604-621, (2017), Open access at,
  • Understanding the Social Media Strategies of US Primary Candidates, Joseph (Jun Hyun) Ryoo, and Neil Bendle, Journal of Political Marketing, 16 (3/4), 244-266, (2017)
  • The Confusion About CLV In Case-Based Teaching Materials, Neil Bendle and Charan Bagga, Marketing Education Review, 27 (1), (2017)
  • The Metrics That Marketers Muddle, Neil Bendle and Charan Bagga, Sloan Management Review, 73-82, Spring, (2016)
  • Uncovering The Message In The Mess Of Big Data, Neil Bendle and Xin (Shane) Wang, Business Horizons, 59 (1), 115-124, (2016)
  • Understanding Co-Authorship Among Consumer Behavior Scholars, Neil Bendle, Xin Wang, and Feng Mai, Journal for Advancement of Marketing Education, 24 (1), 1-13, (2016)
  • Indirect Prejudice: The Danger in Considering Others’ Preferences During A Primary Election, Neil Bendle and Matt Thomson, Journal of Customer Behaviour, 15 (3), 239-259, (2016)
  • Assumptions of Rationality In A Political Market: The Case of the Republican Autopsy, Neil Bendle and June Cotte, Journal of Nonprofit & Public Sector Marketing, 28 (1), 66-83, (2016)
  • Gift Cards: A Review and Research Agenda, DanHorne and Neil Bendle, International Review of Retail, Distribution and Consumer Research, 26 (2), 154-170, (2016)
  • The Journal of Consumer Research at 40: A Historical Analysis, Xin Wang, Neil Bendle, Feng Mai and June Cotte (Invited and Reviewed), Journal of Consumer Research, 42, (1) 5-18, (2015)
  • Competitor Orientation and the Evolution of Business Markets, Neil Bendle and Mark Vandenbosch, Marketing Science, 33 (6), 781 - 795, (2014)
  • Reference Dependence in Political Primaries, Neil Bendle, Journal of Political Marketing, 13, (4), 307-333, (2014)
  • Metrics that Matter – to Marketing Managers, Neil Bendle, Paul Farris, Phillip Pfeifer, and David Reibstein, Marketing - Journal of Research and Management, Invited, 18-23, (2010

Book Chapters

  • The 2016 US Primaries: Parties and Candidates in a World of Big Data, Neil Bendle, Joseph Ryoo and Alina Nastasoiu, Political Marketing in the 2016 U.S. Presidential Election.  Ed. Jamie Gillies. Palgrave, 65-8, (2017)
  • Primary Elections and US Political Marketing Neil Bendle and Alina Nastasoiu Political Marketing in the United States, Ed. J. Lees-Marshment, B Conley, and K Cosgrove, 85-111, Routledge, (2014)


  • Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance 3rd edition, Pearson, Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer, David J. Reibstein
  • Behavioural Economics for Kids by Neil Bendle and Philip Chen

Editorial Appointments

  • Editorial Review Board, Journal of the Academy of Marketing Science
  • Guest Editor (with David Schweidel), Customer Needs and Solutions, Data, Dollars and Voters Special Issue
  • Associate Editor, European Journal of Marketing