Neil BendleI am an assistant professor of marketing at the Ivey Business School, Western University, London, Ontario, Canada.

My training involves a PhD at the Carlson School of Management, University of Minnesota, an MBA at the Darden School of Business, University of Virginia and ancient history studies in England at Liverpool and Nottingham universities. I am a Fellow of the Association of Chartered Certified Accountants — and have worked in a variety of roles. My most significant work experience came from managing the finances of the Labour Party in the UK.

At Ivey in the undergraduate programme I teach Competition and Competitor Analysis (a combination of game theory, marketing strategy  and decision making) and Measurable Marketing, a combination of marketing and finance, consumer insights and how numbers should, or occasionally shouldn’t, drive marketing strategy. My PhD Decision Making seminar focuses on decision theory, behavioural/experimental economics and evolutionary theory.

The book I coauthored with Paul Farris, Phil Pfeifer and David Reibstein has been very successful because it makes a wonderful gift for any occasion:  Marketing Metrics: The Definitive Guide to Measuring Marketing Performance.

I have a wife who is a practicing marketer and two young daughters who practice being adorable.

My broad background allows me a unique perspective on management and the assumptions we make about management. I aim to share this through this website.

My Ivey website is:  NeilBendle@Ivey and I can be contacted at nbendle@ivey.uwo.ca