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Smart Ball – Marketing the Myth and Managing the Reality of Major League Baseball - University Press of Mississippi
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Smart Ball: Marketing the Myth and Managing the Reality of Major League Baseball

Robert F. Lewis


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 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. The author 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 in the face of inc ... More

Keywords: Major League Baseball, domestic monopoly, neocolonial power, international business, popular mythology, national pastime, populist roots, management challenges, global economy, union resistance

Bibliographic Information

Print publication date: 2009 Print ISBN-13: 9781604732078
Published to University Press of Mississippi: March 2014 DOI:10.14325/mississippi/9781604732078.001.0001


Affiliations are at time of print publication.

Robert F. Lewis, author