A new textbook by retired University of Southern California marketing professor Gary L. Frazier, titled 'Marketing Channel Management: Organization and Coordination,' is receiving high praise from academics and professionals as an essential resource for understanding marketing channels. Published by Cambridge University Press, the book is designed for advanced undergraduate and graduate business students, as well as entrepreneurs and marketing professionals seeking practical guidance.
Fabrizio Zerbini, Professor of Practice in Marketing Management at SDA Bocconi in Milan, Italy, calls the book a 'must-have masterpiece.' He notes that while entrepreneurs and business professionals understand that no great product reaches the market without effective channel management, few books offer practical guidance on framing a strategy, organizing activities, and managing channels. Frazier's book fills this gap and valuably connects channel decisions to the customer journey within the multi-channel environment.
Ajay Kohli, a marketing professor at Georgia Tech, highlights the book's unique approach: '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 emphasizes the importance of knowing the end customer, their thinking, and decision-making processes for effective channel design and management. Frazier demystifies strategic channel decision-making by focusing on the basics and using real-world examples from various industries to illustrate how channels of distribution are organized and coordinated.
Taking a managerial decision-making approach, the text guides students through issues using pedagogical features such as learning objectives and key takeaways. End-of-chapter review and discussion questions allow students to test their understanding. 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—while 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. His previous book, 'Marketing and Channel Management for Low Brand Equity Firms,' focuses on helping businesses compete without strong brand recognition. More information can be found on his online press kit.
