You can now read 10 articles in a month for free on BostonGlobe.com. Read as much as you want anywhere and anytime for just 99¢.

The Boston Globe

Sports

Dustin Pedroia turns the page on tough season

FORT MYERS, Fla. — Red Sox executives commissioned a marketing survey after the 2010 season to determine how best to sell the team to the public.

According to the book by former Sox manager Terry Francona, the $100,000 study determined that the team needed more “sexy” players like Dustin Pedroia.

Loading comments...

You have reached the limit of 10 free articles in a month

Stay informed with unlimited access to Boston’s trusted news source.

  • High-quality journalism from the region’s largest newsroom
  • Convenient access across all of your devices
  • Today’s Headlines daily newsletter
  • Subscriber-only access to exclusive offers, events, contests, eBooks, and more
  • Less than 25¢ a week