Smart Ball : Marketing the Myth and Managing the Reality of Major League Baseball
Language: English
Published by University Press of Mississippi, 2010
- Hardcover
- New
Seller: GreatBookPricesUK, Woodford Green, United KingdomGreatBookPricesUK
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Condition: New
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- Title
- Smart Ball : Marketing the Myth and Managing the Reality of Major League Baseball
- Author
- Lewis, Robert F., II
- Publisher
- University Press of Mississippi
- Publication year
- 2010
- Condition
- New
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 1604732075
- ISBN 13
- 9781604732078
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 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.
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GreatBookPricesUK
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