Origine, évolution et tendances de la recherche en marketing: Une perspective analytique à partir de cartographie scientifique enrichie
DOI :
https://doi.org/10.18041/1900-0642/criteriolibre.2022v20n36.9083Mots-clés :
marketing, recherche de marketingRésumé
Cet article cherche à identifier rétrospectivement les recherches développées au cours des vingt dernières années dans la littérature du marketing et comment elles sont associées à l'avancée des écoles de pensée en marketing. A cette fin, une revue bibliométrique est effectuée sur la base d'outils de co-citation et du couplage de la cartographie scientifique enrichie par l'analyse de réseau, afin de fournir quelques suggestions de recherche basées sur des clusters qui donnent un aperçu de l'avancement de la recherche dans la discipline. En termes de conception, de méthodologie et d'approche, une analyse bibliométrique enrichie par le réseau est développée selon la procédure de Donthu et al. (2021).
Les résultats montrent sept tendances rétrospectives dans la recherche en marketing: 1. le processus de marketing et de consommation dans un monde social (hors ligne, en ligne); 2. la performance et l'impact des entreprises aux niveaux local, régional et international; 3. la psychologie du consommateur; 4. l'analyse de l'impact sur les consommateurs. Ces éléments rassemblent les recherches des dernières vingt années dans la discipline du marketing et fournissent des informations sur la manière dont la recherche a évolué et sur ses perspectives d'avenir.
Cet article contribue à une compréhension théorique et générale de l'évolution de la recherche marketing avec une approche de science des données et des techniques bibliométriques enrichies, de manière large et introductive, mais non approfondie. En raison de la quantité de données, le résultat est global, mais il est nécessaire de développer davantage ce type de revue avec une plus grande délimitation et profondeur dans l'étude de la production de recherche spécifique et ainsi contribuer à une meilleure compréhension du marketing en tant que discipline académique et de ses domaines d'action.
Téléchargements
Références
Arndt, J. (1978). How broad should the marketing concept be? The Journal of Marketing, 42(1)101-103. https://doi.org/10.2307/1250336
Arndt, J. (1985). On making marketing science more scientific: role of orientations, paradigms, metaphors, and puzzle solving. Journal of Marketing, 49(3), 11-23. https://doi.org/10.2307/1251612
Baker, H. K.; Pandey, N.; Kumar, S., & Haldar, A. (2020). A bibliometric analysis of board diversity: Current status, development, and future research directions. Journal of Business Research, 108, 232-246. https://doi.org/10.1016/j.jbusres.2019.11.025
Baker, M. J., & Saren, M. (Eds.) (2016). Marketing theory: a student text. Sage. https://dx.doi.org/10.4135/9781446280096
Barksdale, H., & Darden, W.R. (1971). Marketer's Attitudes towards the Marketing Concept. Journal of Marketing, 35(4), 29-36. https://doi.org/10.2307/1250454
Bartels, R. (1988). The History of Marketing Thought. Columbus: Publishing Horizons Inc.
Bastian, M.; Heymann, S., & Jacomy, M. (2009). Gephi: an open source software for exploring and manipulating networks. In Proceedings of the international AAAI conference on web and social media, 3(1), 361-362. https://ojs.aaai.org/index.php/ICWSM/article/view/13937
Beliaeva, T.; Ferasso, M.; Kraus, S., & Mahto, R. V. (2022). Marketing and family firms: Theoretical roots, research trajectories, and themes. Journal of Business Research, 144, 66-79. https://doi.org/10.1016/j.jbusres.2022.01.094
Bigné, J.E. (1996): Proyecto Docente e Investigador a Catedrático de Universidad. Universitat Jaume I, Castellón.
Borden, N.H. (1964). The Concept of the Marketing Mix. Journal of Advertising Research, vol. 4, June, 2-7. Reimpreso en: ENIS, B.M.; COX, R, y MOKWA, M.P. (1995) (eds.) Marketing Classics. A Selection of Influential Articles. 8ª ed. Englewood Cliffs: Prentice Hall, 421-428.
Dickinson, P.R.; Herbst, A., & O’shaughnessy, J. (1986). Marketing concept and customer orientation. European Journal of Marketing, 20, 10: 18-23. https://doi.org/10.1108/EUM0000000004757
Donato, V. (2017). Towards design process validation integrating graph theory into BIM. Architectural engineering and design management, 13(1), 22-38. https://doi.org/10.1080/17452007.2016.1208602
Donthu, N.; Kumar, S., & Pattnaik, D. (2020). Forty-five years of journal of business research: a bibliometric analysis. Journal of Business Research, 109, 1-14. https://doi.org/10.1016/j.jbusres.2019.10.039
Donthu, N.; Kumar, S.; Mukherjee, D.; Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285-296. https://doi.org/10.1016/j.jbusres.2021.04.070
Donthu, N.; Kumar, S.; Pattnaik, D., & Campagna, C. (2020). Journal of marketing theory and practice: a retrospective of 2005–2019. Journal of Marketing Theory and Practice, 28(2), 117-137. https://doi.org/10.1080/10696679.2020.1723424
Duque Oliva, E. J.; Sánchez-Torres, J. A., & Sanabria, J. S. (2022). City brand evolution research and Future agenda: Bibliometric and science mapping analysis. Universidad Nacional de Colombia y Universidad de Medellín.
Duque, P., y Duque Oliva, E. J. (2022). Tendencias emergentes en la literatura sobre el compromiso del cliente: un análisis bibliométrico. Estudios Gerenciales, 38(162), 120-132. https://doi.org/10.18046/j.estger.2022.162.4528
Duque-Oliva & Rodríguez-Romero (2021). Nota técnica_Investigación. Revisión de la literatura. Facultad de Ciencias Económicas. Universidad Nacional de Colombia, Bogotá. https://www.researchgate.net/publication/351061731_Nota_tecnica_-Investigacion
Duque-Oliva (2015). El marketing como fundamento de las organizaciones. Capítulo 3. En: Chicaiza Editora, La administración en el siglo XXI. Herencia e innovación en conceptos y herramientas para las ciencias de gestión. Editorial Universidad Nacional de Colombia. ISBN 978-958-775-523-7.
Enis, B.M. (1973). Deepening The Concept of Marketing. Journal of Marketing, 37(4), 57-62. https://doi.org/10.2307/1250359
Esteban, A.; García, J.; Narros, M.; Olarte, C.; Reinares, E. M., & Saco, M. (1997). Principios de marketing. Madrid: Esic.
Ferguson, R., & Shum, S. B. (2012). Social learning analytics: five approaches. In Proceedings of the 2nd international conference on learning analytics and knowledge, Vancouver, British Columbia, Canada, 23-33. DOI: https://doi.org/10.1145/2330601.2330616
Fullerton, R. A. (1988). How modern is modern marketing? Marketing's evolution and the myth of the “Production Era”. Journal of Marketing, 52(1), 108-125. https://doi.org/10.2307/1251689
Galtung, J. (1972). Empiricism, criticism, constructivism. Synthese, 24(3/4), 343-372. https://www.jstor.org/stable/20114841
García Lahiguera, F. (1980). Notas en torno al origen y evolución histórica del marketing. Esic-Market, vol. 31, 171-182.
Gentner, D. (1983). Structure-mapping: A theoretical framework for analogy. Cognitive science, 7(2), 155-170. https://doi.org/10.1016/S0364-0213(83)80009-3
Hollander, S. C.; Rassuli, K. M.; Jones, D. B., & Dix, L. F. (2005). Periodization in marketing history. Journal of Macromarketing, 25(1), 32-41. https://doi.org/10.1177/0276146705274982
Hooley, G.J.; J.E. Lynch y J. Shepard (1990). The Marketing Concept: Putting The Theory into Practice. European Journal of Marketing, 24(9),7-24. https://doi.org/10.1108/03090569010001637
Hunt, S. D. (1991). Modern marketing theory: Critical issues in the philosophy of marketing science. Cincinnati, OH: South-Western Publishing Company.
Jacomy, M.; Venturini, T.; Heymann, S., & Bastian, M. (2014). Force Atlas2, a continuous graph layout algorithm for handy network visualization designed for the Gephi software. PloS one, 9(6), e98679. https://doi.org/10.1371/journal.pone.0098679
Jones, D.G.B., & D.D. Monieson (1990). Early Development of The Philosophy of Marketing Thought. Journal of Marketing,54(1),102-113. https://doi.org/10.2307/1252176
Keith, Robert J. (1960). The marketing revolution. Journal of Marketing. 24(3), 35-38. https://doi.org/10.2307/1248704
Kerin, R.A. (1996). In Pursuit of an Ideal: The Editorial and Literary History of the Journal of Marketing. Journal of Marketing,60(1), 1-13. https://www.jstor.org/stable/1251883
Kotler, P., & S.J. Levy (1969). Broadening The Concept of Marketing. Journal of Marketing,33(1),10-15. https://doi.org/10.2307/1248740
Kumar, V. (2015). Evolution of Marketing as a Discipline: What Has Happened and What to Look Out For. Journal of Marketing 79(1), 1-9. https://doi.org/10.1509/jm.79.1.1
Kumar, V. (2017). Integrating theory and practice in marketing. Journal of Marketing, 81(2), 1-7. https://doi.org/10.1509/jm.80.2.1
Levy, S. J. (2002). Revisiting the marketing domain. European Journal of Marketing. 36(3),299-304. DOI:10.1108/03090560210417129
Lim, W. M., & Rasul, T. (2022). Customer engagement and social media: Revisiting the past to inform the future. Journal of Business Research, 148, 325-342. https://doi.org/10.1016/j.jbusres.2022.04.068
Lim, W. M.; Kumar, S.; Pandey, N.; Rasul, T., & Gaur, V. (2022). From direct marketing to interactive marketing: a retrospective review of the Journal of Research in Interactive Marketing. Journal of Research in Interactive Marketing. Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JRIM-11-2021-0276
Liu, R. (2017). A reappraisal on marketing definition and marketing theory. Journal of Eastern European and Central Asian Research, 4(2). DOI:10.15549/jeecar.v4i2.170
Luque, T. (2000). Proyecto Docente a Cátedra de Universidad, Universidad de Granada.
McNamara, C. (1972). The Present Status of the Marketing Concept. Journal of Marketing, 36(1), 50-57. https://doi.org/10.2307/1250868
Meier, F. (2020). Social network analysis as a tool for data analysis and visualization in information behaviour and interactive information retrieval research. In Proceedings of the 2020 Conference on Human Information Interaction and Retrieval, 477-480.
Mishra, Aditya Shankar, and Revti Raman, Mishra (2021). Marketing Schools of Thought and Their Present Day Relevance. FIIB Business Review, 23197145211045773.
Mostaghel, R.; Oghazi, P.; Parida, V., & Sohrabpour, V. (2022). Digitalization driven retail business model innovation: Evaluation of past and avenues for future research trends. Journal of Business Research, 146, 134-145. https://doi.org/10.1016/j.jbusres.2022.03.072
Mukherjee, D.; Kumar, S.; Mukherjee, D., & Goyal, K. (2022). Mapping five decades of international business and management research on India: A bibliometric analysis and future directions. Journal of Business Research, 145, 864-891. https://doi.org/10.1016/j.jbusres.2022.03.011
Munuera, J.L. (1992). Evolución de las dimensiones del concepto de marketing. Información Comercial Española, 707, 126-142. ISSN 0019-977X
Persson, O. (1994). The intellectual base and research fronts of JASIS 1986–1990. Journal of the American Society for Information Science, 45(1), 31-38. https://doi.org/10.1002/(SICI)1097-4571(199401)45:1%3C31::AID-ASI4%3E3.0.CO;2-G
Price, D. J. D. S. (1965). Networks of scientific papers: The pattern of bibliographic references indicates the nature of the scientific research front. Science, 149(3683), 510-515. doi: 10.1126/science.149.3683.510.
Sánchez, M. (2001). Proyecto docente para cátedra de universidad. Universidad de Almería.
Shafique, M. (2013). Thinking inside the box? Intellectual structure of the knowledge base of innovation research (1988–2008). Strategic Management Journal, 34(1), 62-93. DOI:10.2307/23362649
Shaw, E. H., & Jones, D. B. (2005). A history of schools of marketing thought. Marketing theory, 5(3), 239-281. DOI:10.1177/1470593105054898
Sheth, J. N., & Garrett, D. E. (1986). Marketing theory: Classic and contemporary readings. South-Western Pub.
Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333-339. DOI:10.1145/3343413.3378018
Tadajewski, M. (2009) A History of Marketing Thought. In: Parsons, E., & Maclaran, P. (2009). Contemporary issues in marketing and consumer behaviour. Routledge.
Tadajewski, M., & Jones, D. G. B. (Eds.) (2008). History of marketing thought (Vol. 3). Sage.
Tamilia, R. D. (2009). An overview of the history of marketing thought. Journal of Historical Research in Marketing. 1(2), 346-360. https://doi.org/10.1108/17557500910974659
Tucker, W.T. (1974). Future Directions in Marketing Theory. Journal of Marketing, 38(2), 30-35. https://doi.org/10.1177/002224297403800207
Van Dijk, T. A. (1993). Principles of critical discourse analysis. Discourse & Society, 4(2), 249-283. https://doi.org/10.1177/0957926593004002006
Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science, 36, 1-10. https://doi.org/10.1007/s11747-007-0069-6
Vázquez, J. L. (2004). Pasado, presente y futuro de las dimensiones pública y social en el desarrollo conceptual del marketing. International Review on Public and Nonprofit Marketing, 1(1), 9-34. DOI:10.1007/BF02896615
Wallis, W. D. (2007). A beginner's guide to graph theory. Springer Science & Business Media. https://link.springer.com/book/10.1007/978-0-8176-4580-9
Wasserman, S., & Faust, K. (1994). Social network analysis: Methods and applications. Cambridge University Press.
https://doi.org/10.1017/CBO9780511815478
Wilkie, W. L., & Moore, E. S. (2003). Scholarly research in marketing: Exploring the “4 eras” of thought development. Journal of Public Policy & Marketing, 22(2), 116-146. https://doi.org/10.1509/jppm.22.2.116.17639
Yang, S.; Keller, F. B., & Zheng, L. (2017). Social network analysis: Methods and examples. Sage Publications. https://dx.doi.org/10.4135/9781071802847
Zupic, I., & Čater, T. (2015). Bibliometric methods in management and organization. Organizational research methods, 18(3), 429-472. https://doi.org/10.1177/1094428114562629
Téléchargements
Publié
Versions
- 2022-09-06 (4)
- 2022-09-06 (3)
- 2022-06-30 (2)
- 2022-09-02 (1)
Numéro
Rubrique
Licence
© Criterio Libre 2022
Cette œuvre est sous licence Creative Commons Attribution - Pas d'Utilisation Commerciale - Pas de Modification 4.0 International.
