دور التسويق الإلكتروني في تحسين أداء الأندية الرياضية بالمملكة العربية السعودية

الملخص EN

The research aims to identify the role of electronic marketing in improving the performance of sports club through using modern technology and its different application to improve the performance of Saudi sports club in KSA, and marketing the services provided by Saudi sports club in KSA, human resources specialized in electronic marketing, obstacles that faces the electronic marketing in Saudi sports club.

the researcher used descriptive analysis as it fits the nature of the research.

the research sample was selected from sport clubs in Saudi professional football league.

the sample included the higher management, executive management and officials, the sample consisted of (110) individuals, the researcher used electronic marketing scale in collecting data from Saudi sports club in KSA.

the researcher concluded that, the club management keen to activate the official website on the world wide web including high quality advertising, also the clubs have the culture of electronic marketing, the available infrastructure convenient to electronic marketing in promoting the services they provide, the marketing officials participate in the policies and strategies of electronic marketing in the club in KSA.