New Book ‘Marketing Channel Management Organization and Coordination’ Lauded as a ‘Must-Have Masterpiece’

LOS ANGELES, CA, June 12, 2026 /24-7PressRelease/ — “Marketing Channel Management: Organization and Coordination” by retired University of Southern California marketing professor Gary L. Frazier is being hailed as a “must-have masterpiece for MBA students and entrepreneurs.

Published by Cambridge University Press, “Marketing Channel Management: Organization and Coordination” is a core textbook for advanced undergraduate and graduate business students and a practical resource for entrepreneurs and marketing professionals.

Fabrizio Zerbini, Professor of Practice in Marketing Management at SDA Bocconi in Milan, Italy, calls the book a “must-have masterpiece.”

“Entrepreneurs and business professionals understand that no great product reaches the
market without effective channel management,” he writes. “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.”

Georgia Tech Marketing Professor Ajay Kohli says: “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.”

Knowing your end customer, how they think, and how they make decisions is crucial for the effective design and management of marketing channels. In this comprehensive and engaging new textbook, Frazier demystifies strategic channel decision-making by emphasizing the basics and using real-world examples from a range of industries to demonstrate how channels of distribution are organized and coordinated.

Taking a managerial decision-making approach, the text guides students through the issues via a range of pedagogical features, including learning objectives and key takeaways, and allows them to test their understanding with 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, one B2C, while the instructor manual brings together teaching tips, links to relevant videos, and sample exam papers, along with model answers to the chapter assessments to assist with class marking.

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.

About the Author: Gary L. Frazier is a retired marketing professor from the University of Southern California with more than 40 years of experience in marketing channels, sales management, and distribution strategy. He is a former editor of the Journal of Marketing and has published extensively in leading academic journals. He has consulted for major organizations including Coca-Cola, Walmart, and General Motors. His latest book, “Marketing and Channel Management for Low Brand Equity Firms,” focuses on helping businesses compete and succeed without strong brand recognition. Learn more at his LinkedIn.

Online press kit: garyfrazier.onlinepresskit247.com
For more information or interview requests, contact Executive Publicist Michelle Tennant Nicholson at Michelle@WasabiPublicity.com or 828-749-3200.

—
For the original version of this press release, please visit 24-7PressRelease.com here