The History of Advertising in MLB Bibiliography

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Arcella, C. F. (1997). Major League Baseball’s Disempowered Commissioner: Judicial Ramifications of the 1994 Restructuring. Columbia Law Review, 97, 2420-2469.

Butterworth, M. L. (2007). Race in “The Race”: Mark McGwire, Sammy Sosa, and Heroic Constructions of Whiteness. Critical Studies in Media Communication, 24, 228-244.

Cuneo, A.Z. & Tomaselli, R. (2007). How will MLB market Bonds’ run at history?. Advertising Age, 78, 8.

Johar, G.V., Pham, M.T, & Wakefield, K.L. (2006). How Event Sponsors Are Really Identified: A (Baseball) Field Analysis. Journal of Advertising Research, 46, 283-198.

Scully, G.W. (1974). Pay and Performance in Major League Baseball. The American Economic Review, 64, 915-930.

Simons, W.M. (2007). The Cooperstown Symposium on Baseball and American Culture, 2005-2006. Jefferson, North Carolina: McFarland & Company, Inc., Publishers.

Steinberg, B. (2008). Super Bowl busts ratings record on ‘the greatest day ever’ for Fox. Advertising Age, 71, 21.

Thomaselli, R. (2006). Memo to MLB: Steer Clear of Marketing Bonds. Advertising Age, 77, 4.