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Packaging Baseball: How Marketing Embellishes the Cultural Experience

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brand: mcfarland

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About the item

Much more than a game occurring between the white lines in a ballpark, today's Major League Baseball also exists in the media, bobblehead giveaways, and mobile device apps. Issues of globalization, race and ethnicity, nationality, legacy making, and marketing are essential to understanding the complex and global product that MLB has become. This work examines the modern realities of baseball as an economic force and a product of popular culture, exploring such topics as the importance of music and giveaways to the ballpark atmosphere, MLB's relationship with the media, the marketing of game-used memorabilia, the role of the National Baseball Hall of Fame, and the realities and ramifications of marketing Major League Baseball as a global game. As shown here, the fan, corporation, player, media, owner, and team combine to create the experience of Major League Baseball as both an entertainment event and a money-making machine.

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