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About this product
- DescriptionSmart Ball follows Major League Baseball's history as a sport, a domestic mopoly, 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 ecomy. Baseball researcher Robert F. Lewis II argues that MLB for years abused its legal insulation and mopoly 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.
- Author BiographyA retired corporate executive, Robert F. Lewis II has a doctorate from the University of New Mexico where he teaches part time. He has published in Outside the Lines, the journal of the Society of American Baseball Research.
- Author(s)Robert F. Lewis
- PublisherUniversity Press of Mississippi
- Date of Publication19/08/2011
- SubjectBall Games: Field & Outdoor
- Place of PublicationJackson
- Country of PublicationUnited States
- ImprintUniversity Press of Mississippi
- Content Noteblack & white illustrations
- Weight270 g
- Width152 mm
- Height229 mm
- Spine10 mm
- Format DetailsTrade paperback (US)
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