Origen, evolución y tendencias de investigación en marketing: Una perspectiva analítica desde el mapeo científico enriquecido

This article seeks to retrospectively identify the research developed in the last twenty years of marketing literature and how it is associated with the progress of schools of thought in marketing. For this purpose, a bibliometric review based on co-citation and scientific mapping tools enriched by network analysis is carried out in order to provide some research suggestions based on clusters that give an overview of the progress of research in the discipline. In terms of its design, methodology and approach, a bibliometric analysis enriched with networks is developed under the procedure of Donthu et al. (2021). The results show seven retrospective trends in marketing research: 1. The marketing and consumer process in a social world (offline, online); 2. The performance and impact of business at local, regional and international levels; 3. The psychology of the consumer; 4. The performance of service and customer relations; 5. The characteristics and models of advertising in the social context and its effects on social networks; 6. These elements gather the research of the last twenty years in the marketing discipline and provide information on how the research has evolved and where it can go. This article contributes to a theoretical and general understanding of the evolution of marketing research with an approach from data science and enriched bibliometric techniques, in a broad and introductory way, but not in a deep way. Due to the amount of data, the result is global, but there is a need for further development of this type of reviews with greater delimitation and depth in the study of specific research production and thus contribute to a greater understanding of marketing as an academic discipline and its areas of action.