Many issues in management seem to cause confusion. The first I see as a business school professor is the simple question “What is marketing?” This can be surprisingly difficult. (Interestingly if you look the discipline seems to have changed quite a lot since the early days). What Is Marketing Not? Let’s get rid of some…
Author: neilbendle
Neil is an Associate Professor Marketing at the Terry College of Business, University of Georgia. He investigates the measurement of marketing performance, the accounting/marketing interface, and the impact of non-standard decision making in commercial and political markets.
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 and is co-author of a cartoon book: Behavioural Economics for Kids.
