The discipline of marketing in transformation: a scientometric analysis of its roots, structures, and emerging trends

Abstract

This article analyzes the scientific evolution and emerging trends in the discipline of marketing through a scientometric review of documents indexed in Scopus and Web of Science between 2003 and 2024. The study examined 659 records using indicators of scientific output, citations, countries, journals, authors, collaboration networks, and the Tree of Science methodology. The results show two main periods: a stage of conceptual and methodological consolidation between 2003 and 2015, and a stage of growth and uncertainty between 2016 and 2024, marked by digital transformation, artificial intelligence, sustainability, social media, augmented reality, and consumer well-being. Three main trends were identified: consumer, technology, and sales/market society. The findings suggest that marketing is moving toward a more pluralistic, global, technological, and socially responsible discipline. However, it still faces challenges related to theoretical fragmentation, ethical data use, and the integration of non-Western perspectives. This study contributes to the understanding of the intellectual structure of marketing and offers future lines of research to strengthen its scientific and social relevance.