Understanding Breast Cancer Genetics (Electronic book text)

"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 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.