http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
the amazing, true, new, and improved story of baseball and advertising
Introduction : here's the pitch! -- Hustlers, hucksters, and snake oil salesmen : two industries emerge -- "It pays to be personal" : baseball and endorsement advertising in the first golden age -- Breakfast of champions : tales of depression era baseball and advertising -- Pitching in black and white : baseball, advertising, and the color line -- Baseball, hotdogs, apple pie, and Chevrolet...and beer, cigarettes, cat food, and margarine : tales of television advertising -- "Let's just say it works for me" : Major League Baseball, Viagra, and the business of pharmaceutical advertising -- Four things we love : advertising, identity, Big Papi and the image of the Afro-Latino ballplayer -- "Driven" to "RE2PECT" : Derek Jeter and the (re)branding of "all-American" -- Epilogue : pitching in the future game.
Includes bibliographical references and index.