Contents
About Geoff Fripp
The Segmentation Study Guide was developed by Geoff Fripp to assist university-level marketing students in mastering the core principles of market segmentation, targeting, and positioning (STP). With a focus on practical application, the guide integrates theoretical foundations with real-world examples, making it an essential resource for marketing students and professionals.
Academic and Professional Expertise
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.
In his academic roles, Geoff is celebrated for his ability to demystify complex marketing concepts, offering actionable insights that resonate with students and professionals alike.
Industry and Entrepreneurial Achievements
Geoff has also 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.
Author and Content Creator
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
For general inquiries related to the Segmentation Study Guide, please email Geoff at [email protected]. (Note: This email is for general questions and does not provide direct assistance with university assignments.)