Origem, evolução e tendências na investigação de marketing: Uma perspectiva analítica a partir do mapeamento científico enriquecido

Autores

DOI:

https://doi.org/10.18041/1900-0642/criteriolibre.2022v20n36.9083

Palavras-chave:

marketing, pesquisa de marketing

Resumo

Este artigo procura identificar retrospectivamente a investigação desenvolvida nos últimos vinte anos da literatura de marketing e como esta está associada ao progresso das escolas de pensamento em marketing. Para o efeito, é realizada uma revisão bibliométrica baseada em ferramentas de co-citação e no acoplamento de cartografia científica enriquecida por análise de rede, a fim de fornecer algumas sugestões de investigação baseadas em clusters que dão uma visão geral do progresso da investigação na disciplina. Em termos de concepção, metodologia e abordagem, é desenvolvida uma análise bibliométrica enriquecida em rede sob o procedimento de Donthu et al. (2021).

Os resultados mostram sete tendências retrospectivas na investigação de marketing: 1. o processo de marketing e consumo num mundo social (offline, online); 2. o desempenho e impacto das empresas a nível local, regional e internacional; 3. a psicologia do consumidor; 4. Estes elementos reúnem a investigação dos últimos vinte anos na disciplina de marketing e fornecem informações sobre a forma como a investigação evoluiu e para onde pode ir.

Este artigo contribui para uma compreensão teórica e geral da evolução da investigação de marketing com uma abordagem de ciência de dados e técnicas bibliométricas enriquecidas, de uma forma ampla e introdutória, mas não aprofundada. Devido à quantidade de dados, o resultado é global, mas há necessidade de um maior desenvolvimento deste tipo de revisão com maior delimitação e profundidade no estudo da produção de investigação específica, contribuindo assim para uma maior compreensão do marketing como disciplina académica e das suas áreas de acção.

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Biografia do Autor

  • Edison Jair Duque-Oliva, Universidad Nacional de Colombia, Medellin, Colombia

    Profesor titular, Universidad Nacional de Colombia 

    Docente, Universidad Espíritu Santo, Ecuador

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Publicado

2022-06-30 — Atualizado em 2022-09-06

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Como Citar

Origem, evolução e tendências na investigação de marketing: Uma perspectiva analítica a partir do mapeamento científico enriquecido. (2022). Criterio Libre, 20(36), e449083. https://doi.org/10.18041/1900-0642/criteriolibre.2022v20n36.9083 (Original work published 2022)