Today’s blog post is a repost from Evaluate Market Performance Lecturer, Geoff Fripp. Geoff has 25 years marketing experience working for organisations such as Telstra and St George Bank. During his distinguished corporate career, he has worked hands-on in most specialty areas of marketing, as well as holding senior strategic roles. He has also held several adjunct teaching appointments since 1988, with the Australian Institute of Management, the University of Sydney Centre for Continuing Education and the Business School.