A new textbook by retired University of Southern California marketing professor Gary L. Frazier is receiving high praise from academics and professionals. Published by Cambridge University Press, 'Marketing Channel Management: Organization and Coordination' is being called a 'must-have masterpiece' for MBA students and entrepreneurs, according to Fabrizio Zerbini, Professor of Practice in Marketing Management at SDA Bocconi in Milan, Italy.
The book addresses a critical gap in marketing literature by offering practical guidance on how to frame strategy, organize activities, and manage channels to ensure marketing effectiveness. Zerbini notes that the book 'valuably connects channel decisions to the customer journey within the multi-channel environment.' Georgia Tech Marketing Professor Ajay Kohli adds that the book's brilliance lies in its willingness to address nuanced, often overlooked issues that shape real-world performance of marketing channels, grounded in deep expertise and practical wisdom.
Frazier's comprehensive textbook takes a managerial decision-making approach, guiding students through strategic channel decision-making with learning objectives, key takeaways, and end-of-chapter review questions. Each chapter is accompanied by two online case studies—one B2B and one B2C—while instructors are supported by an extensive suite of online resources, including test bank cartridges, lecture slides, and figures from the book. The instructor manual provides teaching tips, links to relevant videos, and sample exam papers with model answers.
Drawing on more than 40 years of research, teaching, and consulting experience, Frazier has worked with major organizations such as Coca-Cola, Walmart, and General Motors. His previous work includes 'Marketing and Channel Management for Low Brand Equity Firms,' which focuses on helping businesses compete without strong brand recognition. Frazier also served as editor of the American Marketing Association's Journal of Marketing.
The book is designed for advanced undergraduate and graduate business students as well as entrepreneurs and marketing professionals. By emphasizing the basics and using real-world examples from a range of industries, Frazier demystifies how channels of distribution are organized and coordinated.
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