Smart ball : marketing the myth and managing the reality of major league baseball /

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Lewis follows Major League Baseball (MLB)'s history as a sport, a domestic monopoly, a neo-colonial power, and an international business. MLB's challenge has been to market its popular mythology as the national pastime with pastoral, populist roots while addressing the management challenge...

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Bibliographic Details
Call Number:Libro Electrónico
Main Author: Lewis, Robert (Robert F.) (Author)
Format: Electronic eBook
Language:Inglés
Published: Jackson : University Press of Mississippi, ©2010.
Subjects:
Baseball > Economic aspects > United States.
Baseball > United States > Marketing.
Baseball > United States > Management.
Base-ball > Aspect économique > États-Unis.
GAMES > Gambling > Sports.
SPORTS & RECREATION > Business Aspects.
SPORTS & RECREATION > Essays.
SPORTS & RECREATION > History.
SPORTS & RECREATION > Reference.
TRAVEL > Special Interest > Sports.
Baseball > Economic aspects.
Baseball > Management.
Baseball > Marketing.
United States.
Online Access:Texto completo
Table of Contents:
  • Contents; list of abbreviations; on deck; at bat; first base: baseball as a sport: creating power; second base: baseball as a domestic monopoly: developing power; third base: baseball as a neocolonialist: abusing power; home plate: baseball as a global business: balancing power; final score; notes; bibliography; index of major league baseball names.

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