Scientometric and bibliometric analysis in analytical marketing research
[ 1 ] Instytut Inżynierii Bezpieczeństwa i Jakości, Wydział Inżynierii Zarządzania, Politechnika Poznańska | [ P ] employee | [ SzD ] doctoral school student
2022
scientific article
english
- analytical marketing
- financial marketing
- data-driven marketing
- Web of Science
- VOSviewer
EN Theoretical background: Analytical marketing is at the heart of scientific research because it plays an important role in building the competitiveness of enterprises and is an opportunity for them to grow. Purpose of the article: The aim of the article is to present the results of a bibliometric analysis of the developing area of analytical marketing. Research methods: For this purpose, specialist journals published between 1900 and 2021 were searched in the Web of Science database. The scientometric analyses carried out on their basis concern the number of publications, authorship and co-authorship, the number of citations, journals, thematic categories, institutions, countries and keywords. Over 200 publications cited 2,563 timeswere analyzed. Mainfindings: The concept of analytical marketing was taken into account by over 400 authors, with Maria Petrescu authoring the highest number of publications, and Michel Wedel being the most significant author due to the number of citations. An important role, due to the number of publications in this area, is played by institutions based in the USA (over 50%), including the University of Nevada Las Vegas and the Nevada System of Higher Education NSHE. Moreover, the conducted research emphasizes the importance of marketing analytics and presents benefits that stem from using it.
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