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Smart Ball: Marketing the Myth and Managing the Reality of Major League Baseball - Couverture rigide

Lewis, Robert F.

 
9781604732078: Smart Ball: Marketing the Myth and Managing the Reality of Major League Baseball
Couverture rigide
ISBN 10 : 1604732075 ISBN 13 : 9781604732078
Editeur : University Press of Mississippi, 2009

Synopsis

An assessment of baseball's ascension as a global business brand and its myth-making power Smart Ball follows Major League Baseball's history as a sport, a domestic monopoly, a neocolonial 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 challenges of competing with other sports and diversions in a burgeoning global economy. Baseball researcher Robert F. Lewis II argues that MLB for years abused its legal insulation and monopoly status through arrogant treatment of its fans and players and static management of its business. As its privileged position eroded in the face of increased competition from other sports and union resistance, it awakened to its perilous predicament and began aggressively courting athletes and fans at home and abroad. Using a detailed marketing analysis and applying the principles of a "smart power" model, the author assesses MLB's progression as a global business brand that continues to appeal to a consumer's sense of an idyllic past in the midst of a fast-paced, and often violent, present. A retired corporate executive, Robert F. Lewis II has a doctorate from the University of New Mexico where he teaches part time. He has published in Outside the Lines, the journal of the Society of American Baseball Research.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

Robert F. Lewis II teaches part time at the University of New Mexico. His work has been published in Outside the Lines, the journal of the Society of American Baseball Research.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
University Press of Mississippi
Date d'édition
2009
Langue
anglais
ISBN 10 
1604732075
ISBN 13 
9781604732078
Reliure
Relié
Nombre de pages
176
Coordonnées du fabricant
non disponible
Personne responsable
non disponible