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 is designed for advanced undergraduate and graduate business students, as well as entrepreneurs and marketing professionals.
Fabrizio Zerbini, Professor of Practice in Marketing Management at SDA Bocconi in Milan, Italy, praised the book for filling a critical gap. '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 said.
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 — 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 using learning objectives, key takeaways, and end-of-chapter review and discussion questions. Each chapter is accompanied by two online case studies—one B2B and one B2C—while the instructor manual provides teaching tips, links to relevant videos, sample exam papers, and model answers. Instructors are supported by an extensive suite of online resources, including test bank cartridges, lecture slides, and figures from the book.
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 such as 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.
