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Smart Ball: Marketing the Myth and Managing the Reality of Major League Baseball

Robert F. Lewis

Published in print:
2009
Published Online:
March 2014
ISBN:
9781604732078
eISBN:
9781604732177
Item type:
book
Publisher:
University Press of Mississippi
DOI:
10.14325/mississippi/9781604732078.001.0001
Subject:
Sociology, Sport and Leisure

This book follows Major League Baseball (MLB)’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 ... More


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