Smart Ball: Marketing the Myth and Managing the Reality of by Robert F. Lewis PDF

By Robert F. Lewis

ISBN-10: 1604732075

ISBN-13: 9781604732078

Smart Ball follows significant League Baseball's historical past as a game, a family monopoly, a neocolonial energy, and a world company. MLB's problem has been to industry its well known mythology because the nationwide hobby with pastoral, populist roots whereas addressing the administration demanding situations of competing with different activities and diversions in a burgeoning worldwide economy.

Baseball researcher Robert F. Lewis II argues that MLB for years abused its criminal insulation and monopoly prestige via boastful therapy of its lovers and avid gamers and static administration of its enterprise. As its privileged place eroded eroded within the face of elevated festival from different activities and union resistance, it woke up to its perilous quandary and started aggressively relationship athletes and fanatics at domestic and abroad.

Using a close advertising and marketing research and making use of the rules of a "smart strength" version, the writer assesses MLB's development as an international enterprise model that maintains to entice a consumer's experience of an idyllic prior in the middle of a fast paced, and sometimes violent, present.

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Smart Ball: Marketing the Myth and Managing the Reality of Major League Baseball by Robert F. Lewis

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