BIO

Neil Bendle is associate professor of marketing at Terry College of Business. He is a director of the Marketing Accountability Standards Board (MASB). A fellow of the Association of Chartered Certified Accountants (FCCA), prior to academia he was Director of Finance at the Labour Party in the UK.
He has published on metrics, analytics, sustainability, and political marketing. He co-authored Marketing Metrics and The Customer Asset. Please visit his Marketing Thought website (neilbendle.com) for weekly posts on issues relevant to marketing strategy, metrics, and sustainability.