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, students are guided through the text via a range of pedagogical features, including learning objectives and key takeaways, and can 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. Every 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.

Author Biography

Gary L. Frazier was Professor of Marketing at the Marshall School of Business, University of Southern California, from 1984 to 2025. He specialized in the organization and coordination of marketing channels, pathways of branded products and services from suppliers to end-customers, often through independent intermediaries. Outside of academia, he acted as an expert witness or consultant for various Fortune 100 firms, advising on cases which focussed on the intersection of marketing strategy and channel management. His proudest achievement was his role as editor for the Journal of Marketing, 2011 to 2014, after which he served on the editorial review board. He was also a member of the editorial board for the Journal of Marketing Research and published extensively in both journals.

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