Neil Bendle

Neil Bendle

  • Associate Professor, Department of Marketing, Master of Marketing Research
C305 Benson Hall


I aim to produce interesting, top-level, boundary-spanning research and specialize in sustainability, marketing metrics, and marketing accountability. Teaching and impacting practice also is critical.


  • PhD, Marketing (Business Administration), Carlson School of Management, University of Minnesota , 2010
  • MBA, Darden Graduate School of Business Administration, University of Virginia, 2004
  • MA, Hellenistic Studies, University of Liverpool, United Kingdom, 1994
  • BA, Ancient History and History, University of Nottingham, United Kingdom, 1991
  • FCCA, Accounting, Fellow of the Association of Chartered Certified Accountants

Research Interests

  • Sustainability
  • Marketing Metrics
  • Marketing Accountability
  • Political Marketing


Journal Articles

  • Marketing in a Crisis: Lessons from the “COVID Election” in New Zealand, Jennifer Lees-Marshment, Edward Elder, & Neil Bendle (2022) European Journal of Marketing
  • Political practitioners’ perspectives on political management: the importance of people and power Jennifer Lees-Marshment, Neil Bendle, International Journal of Public Leadership, 2022
  • The Marketing Implications of Financial Accounting, Neil Bendle, Jonathan Knowles, and Moeen Naseer Butt in Review of Marketing Research (Vol 18), Marketing Accountability for Marketing and Non-marketing Outcomes,
  • Separating Customer Heterogeneity, Points Pressure And Rewarded Behavior To Assess A Retail Loyalty Program, Alina Nastasoiu, Neil Bendle, Charan K. Bagga, Mark Vandenbosch & Salvador Navarro, Journal of the Academy of Marketing Science, (2021) 10.1007/s11747-021-00782-2, 49 (6), pages 1132–1150
  • Audio Mining: The Role of Vocal Tone in Persuasion, Xin (Shane) Wang, Shijie Lu, X I Li, Mansur Khamitov, Neil Bendle (reverse alphabetical order). Journal of Consumer Research, ucab012,, 48(2), pages 189-211
  • The Role of Machine Learning Analytics and Metrics in Retailing Research, Xin (Shane) Wang, Joseph (Jun Hyun) Ryoo, Neil Bendle, Praveen K. Kopalle, Journal of Retailing,, 97(4) pages 658-675
  • A Social Commons Ethos in Public Policy-Making, Jennifer Lees-Marshment, Aimee Huff, and Neil Bendle, Journal of Business Ethics (2020), 166, pages 761–778
  • Does Piracy Create Online Word-of-Mouth? An Empirical Analysis in the Movie Industry, Shijie Lu, Xin (Shane) Wang and Neil Bendle, Management Science, 66 (5), (2019)
  • Stereotyping and Marketing: Out-Group Homogeneity Bias and Entry to Competitive Markets, Neil Bendle and Andrew Perkins, Customer Needs and Solutions (2020) 7, 1-11
  • 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)
  • 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, 2020–present
  • Guest Editor (with David Schweidel), Data, Dollars and Voters Special Issue, 20182019
  • Associate Editor, European Journal of Marketing, 2018–present

Awards, Honors, and Recognition

  • 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) Director

Prior Professional Positions

  • Associate Professor of Marketing, Ivey Business School, Western University, 2010-2017
  • Director of Finance (from 2001, previously Finance/Communications Manager), The Labour Party, London, United Kingdom, 1996-2002
  • Internal and External Audit Assistant, KPMG, Manchester, United Kingdom, 1995-1996