Information Resource Management and Use by Marketers of Business Organisation

Abstract

Information is needed in all spheres of life, either to facilitate decision-making or for progress in daily work. People need information about new development. A manager needs information about his business. A businessman as a wholesaler or retailer needs information to set up new business and to improve on his existing ones. Because of the importance of information, this research focuses on information sources/resources management and use by the Nigerian Bottling Company Plc. It attempts to identify the problems inhibiting information sources/resources management and their usage. This study is quantitative utilizing a survey questionnaire to gather primary data from a stratified sample of marketers of the NBC Company. Five hundred and forty three (543) questionnaires were administered to marketers of the NBC, 502 questionnaires was collected and analysed using frequency and percentages. The findings of the research reveal that the NBC has no experience manager to manage its sources and resources. Resources are managed by positions i.e. sales manager, market developer and computer sales analyst, in the absence of employed information managers/librarians who are qualified to catalogue, classify package and repackage, process, transmit, store, select, create, represent information acquired; organise, preserve, analyse, communicate, retrieve and disseminate information to respective marketers. The inability to disseminate inaccurate, inaccessible information causes series drawbacks. The  research concluded by providing useful suggestion that could assist in the management of information.