ABSTRACT
Stage 3: Plan the marketing mix Sport product: Goods and services Chapters 4 and 5 explained the first two stages of the Sport Marketing Framework. This chapter concentrates on the first of six elements in stage 3, Plan the Sport Marketing Mix: the concept of the sport product, and product
fstrategies that can be used in sport marketing. The additional elements o stage 3 are presented in the forthcoming five chapters. Figure 6.1 highlights stage 3 and its major components within the Sport Marketing Framework.
