A new textbook by retired University of Southern California marketing professor Gary L. Frazier is receiving high praise from academics for its practical approach to marketing channel management. Published by Cambridge University Press, "Marketing Channel Management: Organization and Coordination" is being called a "must-have masterpiece" by Fabrizio Zerbini, Professor of Practice in Marketing Management at SDA Bocconi in Milan, Italy.
According to Zerbini, the book fills a critical gap in the literature by offering practical guidance on framing strategy, organizing activities, and managing channels to ensure marketing effectiveness. Georgia Tech Marketing Professor Ajay Kohli added 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 from one of the foremost experts on power and conflict in channels.
The textbook is designed for advanced undergraduate and graduate business students as well as entrepreneurs and marketing professionals. Frazier emphasizes the basics of strategic channel decision-making, using real-world examples from a range of industries to demonstrate how channels of distribution are organized and coordinated. The book takes a managerial decision-making approach, guiding students through issues with pedagogical features including 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—while the instructor manual brings together teaching tips, links to relevant videos, and sample exam papers, along with 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 consulting clients have included Coca-Cola, Walmart, and General Motors. More information is available at his LinkedIn profile. An online press kit is available at garyfrazier.onlinepresskit247.com.
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