Marketing Channels — Anne T. Coughlan and co-authors
A foundation in channel structure, power and conflict; substantial textbook detail, with older editions requiring digital context.
Recommended reading
Distribution channel management
Understand the economics and relationships of traditional channels before extending the analysis to platforms.
Platform Revolution — Parker, Van Alstyne & Choudary
Introduces platform logic and network effects; offers less detail on conventional distribution operations.
Matchmakers — Evans & Schmalensee
Adds multisided-market pricing and incentives; narrower than a full channel-management framework.
How to use this reading
Read the channel foundation first, then platform strategy and market economics. Complement these with practical work on integrating online and physical retail.