Mapa situacional do marketing: um condensado das bibliometrias publicadas na área

Abstract

This study aimed to analyze the bibliometries of the marketing area, based on the Scientific Periodicals Electronic Library (Spell). To do so, we sought to identify elements such as themes, demographics, textual statistics, group specificities, Descending Hierarchical Classification and Word Clouds in the textual corpus constructed with the data from the articles. Method: The work was based on the application of the bibliometric method in 37 bibliometries with marketing content made available in Spell. The analysis of the articles was divided in two blocks: the first one addressed the articles of the sample and the second one summarized the information of the articles treated in the first block. Results: The results showed that the themes ‘consumption’ and ‘strategy’ were the most studied and the articles were written jointly in their majority. The studies were mostly theoretical-empirical and with a qualitative approach. Additionally, the sociometry developed in the present research revealed the formation of three clusters, in addition to the Descending Hierarchical Classification (CHD) and Factorial Correspondence Analysis (AFC). Conclusions: Finally, the study area was characterized until the present moment, supporting the researchers for future work through a research agenda.