Marketing planning: A Bibliometric Analysis Using R
Keywords:
marketing planning, systematic review, bibliometric analysisAbstract
The purpose of this study is to access marketing planning by employing a systematic literature review and bibliometric analysis, with a specific focus on the intellectual structure, volume, knowledge-development tendencies, and significance of the authors and sources. Data is collected from Scopus databases and analysed using Microsoft Excel and R Studio. By drawing upon an extensive amount of academic literature, we have created a searchable database comprising the 326 most relevant articles published within the last decade. Preliminary data indicates there has been a significant rise in the number of publications on marketing planning published in the previous ten years, from 2013 to 2022, as compared to the years before 2012. The bibliometric study identifies the most important journals, authors, and articles in the field. This research revealed the majority of journals and articles were analysed from Social Marketing Quarterly, a peer-reviewed academic journal focusing on social marketing research. A new research topic may arise, offering new research opportunities in both the broad fields of marketing planning and social marketing.
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