Scientometric and Bibliometric Analysis in Analytical Marketing Research
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 an...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Maria Curie-Skłodowska University, Lublin, Poland
2022-09-01
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| Series: | Annales Universitatis Mariae Curie-Skłodowska Sectio H, Oeconomia |
| Subjects: | |
| Online Access: | https://journals.umcs.pl/h/article/view/13356 |
| _version_ | 1797869121551990784 |
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| author | Ewa Więcek-Janka Sandra Szewczuk |
| author_facet | Ewa Więcek-Janka Sandra Szewczuk |
| author_sort | Ewa Więcek-Janka |
| collection | DOAJ |
| description | 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 times were analyzed.
Main findings: 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 (UNLV) and the Nevada System of Higher Education (NSHE). What is more, the conducted research emphasizes the importance of marketing analytics and presents benefits that stem from using it. |
| first_indexed | 2024-04-10T00:07:39Z |
| format | Article |
| id | doaj.art-4f984a47f6c2417688832055e8768207 |
| institution | Directory Open Access Journal |
| issn | 0459-9586 |
| language | English |
| last_indexed | 2024-04-10T00:07:39Z |
| publishDate | 2022-09-01 |
| publisher | Maria Curie-Skłodowska University, Lublin, Poland |
| record_format | Article |
| series | Annales Universitatis Mariae Curie-Skłodowska Sectio H, Oeconomia |
| spelling | doaj.art-4f984a47f6c2417688832055e87682072023-03-16T18:59:14ZengMaria Curie-Skłodowska University, Lublin, PolandAnnales Universitatis Mariae Curie-Skłodowska Sectio H, Oeconomia0459-95862022-09-0156114316710.17951/h.2022.56.1.143-1679388Scientometric and Bibliometric Analysis in Analytical Marketing ResearchEwa Więcek-Janka0Sandra Szewczuk1Poznan University of Technology. Faculty of Engineering and ManagementPoznan University of Technology. Faculty of Engineering and ManagementTheoretical 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 times were analyzed. Main findings: 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 (UNLV) and the Nevada System of Higher Education (NSHE). What is more, the conducted research emphasizes the importance of marketing analytics and presents benefits that stem from using it.https://journals.umcs.pl/h/article/view/13356analytical marketingfinancial marketingdata-driven marketingweb of sciencevosviewer |
| spellingShingle | Ewa Więcek-Janka Sandra Szewczuk Scientometric and Bibliometric Analysis in Analytical Marketing Research Annales Universitatis Mariae Curie-Skłodowska Sectio H, Oeconomia analytical marketing financial marketing data-driven marketing web of science vosviewer |
| title | Scientometric and Bibliometric Analysis in Analytical Marketing Research |
| title_full | Scientometric and Bibliometric Analysis in Analytical Marketing Research |
| title_fullStr | Scientometric and Bibliometric Analysis in Analytical Marketing Research |
| title_full_unstemmed | Scientometric and Bibliometric Analysis in Analytical Marketing Research |
| title_short | Scientometric and Bibliometric Analysis in Analytical Marketing Research |
| title_sort | scientometric and bibliometric analysis in analytical marketing research |
| topic | analytical marketing financial marketing data-driven marketing web of science vosviewer |
| url | https://journals.umcs.pl/h/article/view/13356 |
| work_keys_str_mv | AT ewawiecekjanka scientometricandbibliometricanalysisinanalyticalmarketingresearch AT sandraszewczuk scientometricandbibliometricanalysisinanalyticalmarketingresearch |