The current research aims to conduct an analytical study of the role of marketing information systems in supporting the competitive capabilities of sports clubs. This is through learning about the nature of marketing information systems used in sports clubs, the role of information systems in providing leaders with the aspirations of members and the external community, the role of information systems in providing mechanisms to attract investors to support competition, the mechanisms of internal marketing information systems for sports clubs, the role of marketing intelligence in maximizing the capabilities of competitive clubs and mechanisms for developing quality Services provided to increase the competitiveness of sports clubs.
The researcher used the descriptive approach (the method of survey studies). The research community is represented in the employees of the national sports clubs in the Arab Republic of Egypt and the representatives of the boards of directors, club managers, and their employees. The researcher selected the research sample according to the intentional stratification method, and it reached (211) individuals.
To collect data, the researcher used analysis of documents and records, a personal interview, and questioned the role of marketing information systems in supporting the competitive capabilities of sports clubs.
One of the most important results was a deficiency in the role that marketing information systems play in supporting the competitive capabilities of sports clubs. One of the most important recommendations was to pay attention to marketing information systems, which have a major role in maximizing the competitiveness of sports clubs.
Key words: Marketing Information Systems - Competitive Capabilities - Information Systems - Administrative Empowerment - Human Resources
|
