Gary L. Frazier, retired University of Southern California marketing professor, has released "Marketing Channel Management: Organization and Coordination," a textbook published by Cambridge University Press that is being called a "must-have masterpiece" by fellow academics. The book targets advanced undergraduate and graduate business students as well as entrepreneurs and marketing professionals seeking practical guidance on channel strategy.
Fabrizio Zerbini, Professor of Practice in Marketing Management at SDA Bocconi in Milan, Italy, notes that while entrepreneurs understand the importance of effective channel management, few books offer practical guidance. "Gary Frazier's book fills this gap and valuably connects channel decisions to the customer journey within the multi-channel environment," Zerbini said in a statement. Georgia Tech Marketing Professor Ajay Kohli added: "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."
The textbook takes a managerial decision-making approach, emphasizing the basics and using real-world examples from various industries to demonstrate how channels of distribution are organized and coordinated. It includes pedagogical features such as learning objectives, key takeaways, and end-of-chapter review questions. Instructors are supported by 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, and sample exam papers with model answers.
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. More information is available at garyfrazier.onlinepresskit247.com.
