Packaging baseball : how marketing embellishes the cultural experience / Mathew J. Bartkowiak and Yuya Kiuchi.

Format:

Book

Author/Creator:

Bartkowiak, Mathew J.

Contributor:

Kiuchi, Yuya.

Language:

English

Subjects (All):

Baseball--Economic aspects.

Baseball.

Baseball--Management.

Baseball--Social aspects.

Major League Baseball (Organization).

Physical Description:

x, 206 pages ; 23 cm

Place of Publication:

Jefferson, N.C. : McFarland & Co., [2012]

Summary:

"This work examines the realities of baseball as an economic force and a product of popular culture, exploring such topics as the importance of music and giveaways, MLB's relationship with the media, the marketing of game-used memorabilia, the role of the National Baseball Hall of Fame, and the realities and ramifications of marketing as a global game. "--Provided by publisher.

Contents:

1 More Than the Crack of the Bat: "Walk-on Music" and Popular Music in Major League Baseball 9

2 Bobbleheads and the Bottom Line: Giveaways in Major League Baseball 26

3 Everything but the Players: The Game-Used Memorabilia Market 42

4 Making the Mark: The Life of MLB Logos 59

5 From Pastime to Obsession: Major League Baseball and Its Media Strategy 77

6 Telling the Story: Creating the History of Baseba11 94

7 Commodore Selig: The Importance of Japanese Baseba11 Players in Major League Baseball 114

8 It's AU About the Capital: Major League Baseball and Its Capital-Driven International Strategies in the World Baseball Classic and the Olympics 132

9 MLB in Japan and Around the Globe: An Interview with Jim Small of MLB 151

10 The GlobaUzation of MLB and Its Consequences 166.

Notes:

Includes bibliographical references and index.

ISBN:

9780786461325

0786461322

OCLC:

795909445