Abstract

Marketers’ attitude toward information and the quality of the information obtained can impact their productivity positively or negatively. It is this vital issue of the information attitude of marketers and their productivity in publishing firms that this research investigated. The survey method was adopted for the study. A structured questionnaire was employed for data collection, while one research question and two null hypotheses were formulated. The study population consisted of 62 educational publishing firms in southwestern Nigeria. Two states – Oyo and Lagos – were purposively selected because of their high concentration of publishing firms while 20 publishing firms were randomly selected. One hundred and ninety one marketing staff constituted the sample size for the study. The collected data were analysed using Pearson product moment correlation and multiple regression analysis. It was discovered that marketers require information on every area of their work, particularly information on the market performance of their titles and information on competing titles from other companies. The study recommended that marketers should seek information on customers’ preferences for titles, competing titles, educational policies, and book adoption regulations.