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 praised by academics and professionals as an essential resource for MBA students, entrepreneurs, and marketing professionals seeking to understand and master marketing channel management.
Fabrizio Zerbini, Professor of Practice in Marketing Management at SDA Bocconi in Milan, Italy, called the book a 'must-have masterpiece.' He noted that while many understand the importance of effective channel management, few books offer practical guidance on framing strategy, organizing activities, and managing channels. Zerbini highlighted that the book connects channel decisions to the customer journey within a multi-channel environment.
Ajay Kohli, a marketing professor at Georgia Tech, praised the book for its depth and willingness to address nuanced issues that are often overlooked. 'The brilliance of this book lies in its willingness to go where others don't,' Kohli said. '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 for advanced undergraduate and graduate business students but also serves as a practical resource for entrepreneurs and marketing professionals. It emphasizes understanding the end customer, their thinking, and decision-making processes as crucial for effective channel design and management. Frazier demystifies strategic channel decision-making by focusing on the basics and using real-world examples from a range of industries to illustrate how distribution channels are organized and coordinated.
Taking a managerial decision-making approach, the book includes pedagogical features such as learning objectives, key takeaways, and end-of-chapter review and discussion questions. Instructors are supported by an extensive suite of online resources, including test bank cartridges, lecture slides, and figures from the book. Each chapter is accompanied by two online case studies, one B2B and one B2C, and the instructor manual provides teaching tips, links to relevant videos, sample exam papers, and model answers to 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, the online press kit is available at garyfrazier.onlinepresskit247.com.
