I am an associate professor of marketing at the Ivey Business School, Western University, London, Ontario, Canada. I am the Chair of the Marketing Accountability Standards Board (MASB) Advisors. 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 I teach Competition and Competitor Analysis (game theory, marketing strategy and decision making) and Measurable Marketing, (marketing and finance and how numbers should 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 his Marketing Metrics: The Managers Guide to Measuring Marketing Performance (3rd edition) Please visit my Marketing Thought website at neilbendle.com