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Dodger Baseball History and Sports Marketing Prime
"Fred Claire: My 30 Years in Dodger Blue." Great read. Fred who began his baseball career as a sports writer teams up with LA Times writer Steve Springer for a tightly written look at one man's stay in the bigs. It's a great baseball book. What I found interesting is how it relates to sports marketing. Fred has taught sports marketing at USC. His book chronicles his trip around the bases with the O'Malley family business until he is slapped out at home plate by global behemoth Rupert Murdoch. It's a good look at how to manage people, the human resource in sports. How deals get done. How Dodger Blue was invented and team branding with it. It's a book about how the modern sports franchise earns respect and the dignity that follows.
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