Packaging Baseball: How Marketing Embellishes the Cultural Experience

by Mathew J. Bartkowiak and Yuya Kiuchi

Walk through any major or minor league park today and the sights, sounds, and smells of baseball overwhelm. Teams long ago figured out that this immersive quality is a powerful draw, and the "fan experience" has been a major force in their marketing plans.

In recent years, advancing technology has altered not only that experience, which now includes LED video boards and blasts of digital music, but the marketing and revenue opportunities...

• Format: Paperback
• Language: English
• ISBN: 0786461322
• ISBN13: 9780786461325
• Release Date: July 2012
• Publisher: McFarland & Company
• Length: 216 Pages
• Weight: 0.85 lbs.
• Dimensions: 0.6" x 5.9" x 8.9"
• Age Range: 18 years and up
• Grade Range: Postsecondary and higher