Publisher: University of Calabar

The Role of Information In Marketing Decision

Awulu, Johnson Monday
KEYWORDS: Information, Marketing, Decision

ABSTRACT:

The study examines the role of information in marketing decisions. The problem of inadequate marketing information has made marketing of products unprofitable and very complex companies are exposed to a lot of losses of financial resources ranging from embezzlement to other anomalies. The objective of the study is to examine the role of information in marketing decision. It used a sample from Nigerian Brewery Plc workers, such as, Sales Manager, Sales Executives, Sales Representatives, Area Sales Manager and Marketing Officers. The study sourced primary data through the use of questionnaire and interview method from the management staff and sales/marketing officers of Nigerian Brewery Plc to investigate the role of information in marketing decision. Secondary sources were; textbooks, sales document, journals and internet facility. The study used statistical tools of frequency table and percentage to present its data, while the chi-square research technique was use to analyze and interpret collected data with reference to our stated hypothesis. It was revealed that the role of information is indispensable in marketing decisions for better performance and higher profitability. Besides, our findings also revealed that proper and effective information management and utilization promote better marketing decisions in organization. The paper therefore recommended that organization should integrate all types of information gathering and management application into marketing policies and operations to maximally make accurate and reliable marketing decision. This can be achieved using information, communication and technology to improve on marketing decision which will in turn reduce information distortions and increased an improved marketing decisions and successes.

The study examines the role of information in marketing decisions. The problem of inadequate
marketing information has made marketing of products unprofitable and very complex companies are
exposed to a lot of losses of financial resources ranging from embezzlement to other anomalies. The
objective of the study is to examine the role of information in marketing decision. It used a sample from
Nigerian Brewery Plc workers, such as, Sales Manager, Sales Executives, Sales Representatives, Area
Sales Manager and Marketing Officers. The study sourced primary data through the use of questionnaire
and interview method from the management staff and sales/marketing officers of Nigerian Brewery Plc to
investigate the role of information in marketing decision. Secondary sources were; textbooks, sales
document, journals and internet facility. The study used statistical tools of frequency table and percentage
to present its data, while the chi-square research technique was use to analyze and interpret collected data
with reference to our stated hypothesis. It was revealed that the role of information is indispensable in
marketing decisions for better performance and higher profitability. Besides, our findings also revealed
that proper and effective information management and utilization promote better marketing decisions in
organization. The paper therefore recommended that organization should integrate all types of
information gathering and management application into marketing policies and operations to maximally
make accurate and reliable marketing decision. This can be achieved using information, communication
and technology to improve on marketing decision which will in turn reduce information distortions and
increased an improved marketing decisions and successes.


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