About the Marketing Study Guide

Welcome to the Marketing Study Guide

This free study guide has been prepared to meet the information needs of university-level marketing students throughout the world. This study guide is a comprehensive discussion (along with many examples) of the key aspects of marketing as covered across various textbooks and study programs

All the material has been prepared by Geoff Fripp (see below for more information), who is an experienced marketing academic and practitioner, based in Sydney Australia.

Finding the Right Marketing Topic

To navigate around this site, please use the main top menu or  the search facility. If there is some information that you cannot find, please feel free to email me: [email protected]

Good luck with your marketing studies and future career and hopefully you will find the Marketing Study Guide helpful and easy to use.

About Geoff Fripp

This study guide was been developed by Geoff Fripp to assist university-level marketing students better understand and work with the concepts and models covered in many marketing courses.

Geoff Fripp is a marketing lecturer, practitioner, and published author. He has taught at ten Australian universities, and is committed to making people better marketers.

Very Experienced Marketing Lecturer

Geoff Fripp is an experienced marketing lecturer, practitioner, author and entrepreneur. He was a marketing lecturer at the University of Sydney  from 2002, for 20 years, teaching in a variety of undergraduate and postgraduate marketing 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.

As a rough estimate, Geoff has completed somewhere around 1,800 marketing lectures, across ten Australian universities, plus further specialized teaching and training programs for associations and businesses.

Experienced Corporate Marketer and Entrepreneur

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, plus he has been involved in various other entrepreneurial ventures.

Textbook and Workbook Author

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

He is also the founder and main contributor to the Market Segmentation Study GuideGreat 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).

Geoff Fripp



Contact Geoff

You can contact Geoff via email: [email protected]

Or connect on LinkedIn

Other Links and Websites

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