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Book Cover
E-book
Author Lewis, Robert (Robert F.), author.

Title Smart ball : marketing the myth and managing the reality of major league baseball / Robert F. Lewis II
Published Jackson : University Press of Mississippi, ©2010

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Description 1 online resource (xii, 165 pages)
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
Summary 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 challenges of competing with other sports and diversions in a burgeoning global economy. The author 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
Bibliography Includes bibliographical references and index
Notes Print version record
Subject Baseball -- Economic aspects -- United States
Baseball -- United States -- Marketing
Baseball -- United States -- Management
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
Form Electronic book
ISBN 9781604732177
1604732172
1282821172
9781282821170
1604732075
9781604732078