登入選單
返回Google圖書搜尋
其他書名
Marketing the Myth and Managing the Reality of Major League Baseball
出版Univ. Press of Mississippi, 2010-03-05
主題Sports & Recreation / Baseball / HistorySports & Recreation / Business AspectsSocial Science / Popular Culture
ISBN14968006809781496800688
URLhttp://books.google.com.hk/books?id=G2sHEAAAQBAJ&hl=&source=gbs_api
EBookSAMPLE
註釋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 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.