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181   $ctxt
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200 10$aSmart ball $emarketing the myth and managing the reality of major league baseball /$fRobert F. Lewis II
205   $a1st ed.
210   $aJackson $cUniversity Press of Mississippi$dc2010
215   $a1 online resource (178 p.)
225 0 $aMargaret Walker Alexander series in African American studies Making a way out of no way
300   $aDescription based upon print version of record.
311   $a1-60473-207-5 
320   $aIncludes bibliographical references and index.
327   $aCONTENTS; 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
330   $aSmart 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
606   $aBaseball$xEconomic aspects$zUnited States
606   $aBaseball$zUnited States$xMarketing
606   $aBaseball$zUnited States$xManagement
615  0$aBaseball$xEconomic aspects
615  0$aBaseball$xMarketing.
615  0$aBaseball$xManagement.
676   $a796.3570973
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906   $aBOOK
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