Retired University of Southern California marketing professor Gary L. Frazier has released a new textbook, 'Marketing Channel Management: Organization and Coordination,' published by Cambridge University Press. The book is being hailed as a 'must-have masterpiece' by academics and professionals, addressing the critical but often overlooked area of marketing channel management.
Fabrizio Zerbini, Professor of Practice in Marketing Management at SDA Bocconi in Milan, Italy, describes the book as essential for entrepreneurs and business professionals. '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,' Zerbini writes.
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 takes a managerial decision-making approach, guiding students through strategic channel decisions with learning objectives, key takeaways, and end-of-chapter review questions. Each chapter includes two online case studies—one B2B and one B2C—and the instructor manual provides teaching tips, links to relevant videos, and sample exam papers. Online resources include test bank cartridges, lecture slides, and figures from the book, available at garyfrazier.onlinepresskit247.com.
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. He is also the author of 'Marketing and Channel Management for Low Brand Equity Firms,' which helps businesses compete without strong brand recognition.
Knowing the end customer and their decision-making process is crucial for effective channel design and management. Frazier's book uses real-world examples from various industries to demonstrate how distribution channels are organized and coordinated, making it a practical resource for MBA students, entrepreneurs, and marketing professionals.
