Research Trends of Marketing: A Bibliometric Study 1990–2017

Interest in the role of marketing has grown in recent decades due to its impact in brand value, value creation for customers, profitability of customer base, and organizational results. The paper shows an overall view on marketing research to explore the development of research trends, showing the high-frequency keywords at different time periods. Using bibliometric methods, the research analyzes publications between 1990 and 2017 found in the Web of Science and Scopus databases. The paper shows the evolution of keywords to reveal emerging topics as demonstrated in the connections network which includes “advertising,” “consumer behavior,” “trust,” “innovation,” and “customer satisfaction.”