Smart ball : marketing the myth and managing the reality of major league baseball / Robert F. Lewis II.

Format:

Book

Author/Creator:

Lewis, Robert (Robert F.)

Series:

Margaret Walker Alexander series in African American studies Making a way out of no way

Language:

English

Subjects (All):

Baseball--Economic aspects--United States.

Baseball.

Baseball--United States--Marketing.

Baseball--United States--Management.

Physical Description:

1 online resource (178 p.)

Edition:

1st ed.

Place of Publication:

Jackson : University Press of Mississippi, c2010.

Language Note:

English

Summary:

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 er

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

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

ISBN:

1-282-82117-2

9786612821172

1-60473-217-2

OCLC:

609863401