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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
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Marketing and Channel Management for Low Brand Equity Firms

Gary L. Frazier

Springer

2026-05-03

PDF, ePub

This book explains how firms with low brand equity can market and distribute their goods effectively for financial success. The author, a fifty-year expert in the field, provides a model of marketing strategy that includes 21 marketing and channel...

105,49 €

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