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Marketing and Channels of Distribution

In: Marketing and Channel Management for Low Brand Equity Firms

Author

Listed:
  • Gary L. Frazier

Abstract

The opening chapter emphasizes the purpose of the book, which is to explain how firms with low brand equity can effectively market and distribute their goods to achieve financial success. A model of marketing strategy is developed that serves as the cornerstone of the book. Importantly, an explanation is given of how proper channel organization and management can facilitate firm success. Twenty-one marketing and channel principles are advanced for firm leaders to embrace and implement. The principles build upon each another.

Suggested Citation

  • Gary L. Frazier, 2026. "Marketing and Channels of Distribution," Management for Professionals, in: Marketing and Channel Management for Low Brand Equity Firms, chapter 1, pages 3-18, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-032-19112-0_1
    DOI: 10.1007/978-3-032-19112-0_1
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