About Geoff Fripp

This study guide was been developed by Geoff Fripp to assist university-level marketing students better understand and work with the topics of market segmentation, targeting and positioning.

Geoff Fripp is an experienced marketing lecturer, practitioner, author and entrepreneur. He has been an adjunct lecturer at the University of Sydney since 2002, teaching in a variety of undergraduate and postgraduate subjects. In addition to Sydney University, he has also conducted programs for the University of Western Sydney, the University of Technology, Sydney, Wollongong University, the University of Canberra, as well as for specialist providers such as the Australian Institute of Management, the Center for Continuing Education (a specialist division of the University of Sydney). and the Think Education Group.

Geoff Fripp


Geoff has had a long career in various senior and specialist marketing positions, including with Telstra (Australia’s leading telecommunications provider), Royal Sun Alliance (an international insurance firm), St. George Bank (a major bank in Australia), and Illawarra Credit Union. As well as corporate experience, Geoff was the founder of Tranquil Spring Water in 1992, a small business he has since sold.

In recent years, Geoff has been involved with Pearson Education textbooks in Australia, developing case studies for the local Kotler series of marketing textbooks, working as a co-author on the initial editions of the localized Solomon marketing textbook, and having The Practical Marketing Workbook published.

He is also the founder and main contributor to Great Ideas for Teaching Marketing (a free resource site designed for marketing lecturers and instructors), as well as Create and Understand Perceptual Maps (designed for students) and Calculating Customer Lifetime Value , Cluster Analysis for Marketing, Guide to Market Share Calculations, ATAR New Product Forecasts, and the Marketing Study Guide.

Contact Geoff

If you have a general enquiry regarding the Segmentation Study Guide, you can email Geoff at:


(Please keep in mind we cannot answer specific university assignment questions.)