Introduction: Since all activities of organizations and companies to increase revenue are in the domain of activities and plans of marketing, the effectiveness of these activities is very important. Marketing is only commercial activity that its main role is understanding the needs, wants, and preferences of customers and satisfy their needs in a way better than competitors. Marketing capabilities can be regarded organization's ability to understand the market and customer relationship(Roshani &Kheiri, 2014). On the other hand, social intelligence is the ability to apply communication skills, Friendly relations with others, social behaviors and empathy with others (Nasiri &Gilani, 2016). social Intelligence(SI) consists of three components: Social Information Processing (SIP), Social Skills(SS), Social Awareness(SA)(Sabzi &yousefi, 2014). communicating with customers in sport is also very important that this communication is considered an important component of clubs performance for attracting more customers. thus, The aim of this study was to investigate the relationship between social Intelligence and effective of marketing at sports clubs in Alborz Province.
Metodology: The research method is Descriptive and type of Correlational research. The statistical population was all of the managers of sports clubs in Alborz Province which 150 samples (Cochran method with 0/08 error ) were selected. research tool was Three Questionnaires (21 questions for the Social Intelligence And 15 questions for the effective of marketing) that is Confirmed its validity and reliability. for data analysis were used Descriptive and inferential statistics in SPSS16 .
Result: Results showed that there is significant positive relationship between social Intelligence(SI) and marketing effectiveness (r=0/381). also, there is a significant positive relationship between Social Information Processing (SIP) (r=0/44) and Social Skills (SS) (r=0/52) with marketing effectiveness. but there is not significant relationship between Social Awareness (SA) and marketing effectiveness. other findings revealed that there is significant difference in social Intelligence(SI) (T= 4.29, sig= 0/013) and marketing effectiveness (T= 3.24, sig= 0/001) between male and female cheif.
conclusion: according to the results of research and the relationship between social intelligence and effective marketing can be said that employees who have a higher social intelligence and social skills help to Entice trust of customers By creating more effective communication and creating more intimate atmosphere; and making connections is creating customer satisfaction and is collecting data from customer as as effective marketing aspects. Therefore, the improvement of communication skills and social information and social awareness can help to clubs for customer acquisition and stronger marketing.