عنوان مقاله [English]
نویسندگان [English]چکیده [English]
The aim of the present study was to investigate the relationship between competitive intelligence and marketing effectiveness of sport clubs in Alborz Province. After examining the relationship, the contribution of each component of competitive intelligence for prediction of marketing effectiveness was obtained. The research method was descriptive and correlational . The statistical populations were managers of sports clubs in Alborz Province. 153 subjects were selected. And 134 questionnaires were returned This questionnaire had 36 questions. 21 questions were related to competitive intelligence and 15 questions was related to marketing effectiveness. For data analysis, descriptive statistics and inferential statistics were analyzed by SPSS16. Results showed that there is a positive and significant relationship between competitive intelligence dimensions and marketing effectiveness. There is a significant difference between competitive intelligence and marketing effectiveness of male and female managers. Finding of this research clarifies that managers with using quadripartite variables of competitive intelligence (market opportunities, awareness of the competitors dangers, awareness of the competitors threats, key vulnerabilities) can improve the club's performance for offering services to customers, Achieving to stated goals and proceeding of their competitors.
Rouach,D.,&Santi,P.(2001).Competitive Intelligence Adds Value:Five Intelligence Attitudes. European Management Journal, 19(5), 552-559. available at www.sciencedirect.com