Short biography

Neil Bendle is an Associate Professor of Marketing at the Terry College of Business, University of Georgia, where he teaches Marketing Strategy and Applied Marketing Research Techniques.

His research, teaching, and blogging activity focuses on marketing metrics, competition, and decision-making. He’s a co-author of one of the most valuable books in marketing – Marketing Metrics. He constantly writes on his blog, “Marketing Thought,” covering topics like popular marketing metrics and strategy. 

After completing his ancient history studies in England, he got an MBA from the Darden School of Business, University of Virginia, then a Ph.D. in Business Administration at the Carlson School of Management, University of Minnesota. 

His prior academic post was at Ivey, where he taught Competition and Competitor Analysis, and he has a Ph.D. seminar on Decision Making.

As the Chair of the Marketing Accountability Standards Board (MASB) Advisors, Bendle’s goal is to make marketing more measurable and scientific.

Neil Bendle’s contribution to the Customer Value Optimization world

Marketing Metrics –  The Manager’s Guide to Measuring Marketing Performance

by Paul W. Farris, Neil Bendle, Phillip Pfeifer, David Reibstein

Marketing Metrics is an award-winning guide that includes up-to-date advice from four renowned experts on quantifying marketing performance. The guide was created for any current or aspiring marketing manager who wants to find the best way to choose, implement and apply marketing metrics.

The authors of the guide wrote:

[…] Many corporate boards lack the understanding to evaluate marketing strategies and expenditures. Most directors—and a rising percentage of Fortune 500 CEOs—lack deep experience in this field. 

Marketing executives, for their part, often fail to develop the quantitative, analytical skills needed to manage productivity. Right-brain thinkers may devise creative campaigns to drive sales but show little interest in the wider financial impact of their work. 

Frequently, they resist being held accountable even for top-line performance, asserting that factors beyond their control—including competition—make it difficult to monitor the results of their programs. In this context, marketing decisions are often made without the information, expertise, and memorable feedback needed.” 

Competitor Orientation and the Evolution of Business Markets

By Neil Bendle, Mark Vandenbosch

In this paper, Bendle and Vandenbosch explore how companies can thrive with a competitor-oriented approach and develop a series of evolutionary game theory models to analyze the effectiveness of this approach in three different competitive situations.

The authors stated:

Our research explains how a competitor orientation can persist and even thrive in equilibrium in markets that reward only profits. We apply evolutionary game theory to business markets where reputation matters. We use three games that represent classic interactions in business marketing: Chicken (to illustrate competition for product adoption), the Battle of the Sexes (channel negotiations), and the Prisoners’ Dilemma (pricing battles).

Uncovering the message from the mess of big data

By Neil T.Bendle, Xin (Shane) Wang

In this paper, Bendle and Wang apply the Latent Dirichlet Allocation (LDA) technique to analyze user-generated content and condense data into insights that can be used for various business strategies.

According to the authors, the technique can be used to find what’s in the consumers’ minds based on content like reviews for a company product and also reviews received by a competitor.

LDA becomes a powerful tool for marketing departments focused on understanding consumers’ minds:

Aggregating the content from numerous consumers allows us to understand what is, collectively, on consumers’ minds, and from this we can infer what consumers care about. We can even highlight which attributes are seen positively or negatively. The value of this technique extends well beyond the CMO’s office as LDA can map the relative strategic positions of competitors where they matter most: in the minds of consumers.

The Journal of Consumer Research at 40: A Historical Analysis

By Xin (Shane) Wang, Neil T. Bendle, Feng Mai, June Cotte

This paper analyzes the articles published in the first 40 years of the Journal of Consumer Research (JCR), looking for the key phrases used around customer research. The four authors use text mining to uncover the most frequent topics and observe the trends over time.

The authors explain their approach:

We use a topic modeling procedure to uncover 16 topics that have been featured in the journal since its inception and to show the trends in topics over time. For example, we highlight the decline in family decision-making research and the flourishing of social identity and influence research since the journal’s inception.