Retired University of Southern California marketing professor Gary L. Frazier has released a new textbook titled Marketing Channel Management: Organization and Coordination, published by Cambridge University Press. The book is being hailed as a "must-have masterpiece" for MBA students and entrepreneurs, according to Fabrizio Zerbini, Professor of Practice in Marketing Management at SDA Bocconi in Milan, Italy.
Zerbini notes, "Entrepreneurs and business professionals understand that no great product reaches the market without effective channel management. Yet few books offer practical guidance on how to frame a strategy, organize activities, and manage channels to ensure marketing effectiveness. Gary Frazier's book fills this gap and valuably connects channel decisions to the customer journey within the multi-channel environment."
Georgia Tech Marketing Professor Ajay Kohli adds, "The brilliance of this book lies in its willingness to go where others don't. It addresses the nuanced, often overlooked issues that shape the real-world performance of marketing channels — grounded in deep expertise and practical wisdom from one of the foremost experts on power and conflict in channels."
The textbook is designed as a core resource for advanced undergraduate and graduate business students, as well as a practical guide for entrepreneurs and marketing professionals. It takes a managerial decision-making approach, emphasizing the basics and using real-world examples from a range of industries to demonstrate how channels of distribution are organized and coordinated. Knowing the end customer, how they think, and how they make decisions is crucial for effective channel design and management, and this book demystifies strategic channel decision-making.
Each chapter includes learning objectives, key takeaways, and end-of-chapter review and discussion questions to test understanding. Instructors are supported by an extensive suite of online resources, including test bank cartridges, lecture slides, and figures from the book. Additionally, each chapter is accompanied by two online case studies — one B2B and one B2C — while the instructor manual brings together teaching tips, links to relevant videos, and sample exam papers, along with model answers to the chapter assessments.
Frazier draws on more than 40 years of research, teaching, and consulting experience. During his academic career, he served as editor of the American Marketing Association's Journal of Marketing and worked with major organizations across multiple industries, including Coca-Cola, Walmart, and General Motors. His previous book, Marketing and Channel Management for Low Brand Equity Firms, focuses on helping businesses compete without strong brand recognition.
For more information, visit the online press kit at garyfrazier.onlinepresskit247.com.
