After joining the MASB Advisory Council in 2016 and serving as MAC Chair 2017-2022, Neil Bendle was appointed to the MASB Board of Directors. He is Associate Professor of Marketing at the University of Georgia – Terry College of Business.
As co-lead of the Finance in Marketing Education Project, he helped create the Finance in Marketing video library and has produced several videos. He has also contributed to definitions for MASB’s marketing dictionary and led the MASB Emerging Issue Task Force, a team dedicated to tackling the newest pressing challenges marketers face. With his guidance, several new initiatives were launched including the highly impactful Sponsorship Accountability Metrics and Financial Value of Brands projects.
Co-author of Marketing Metrics: The Managers Guide to Measuring Marketing Performance (3rd Edition Pearson), Neil researches at the interface of marketing and accounting – for example, his work on marketing accounts and the use of accounting-based approximations of Tobin’s q.
He received his MBA from the University of Virginia – Darden Graduate School of Business Administration and earned his PhD in Marketing from the University of Minnesota – Carlson School of Management. He was previously Associate Professor at Ivey Business School, Western University, in London, Ontario, and once served as Finance Director of the British Labour Party.