Usage of Agent-Based Modeling and Simulation in Marketing

The aim of this study is to gain an understanding of whether there is a tendency of using agent-based modeling and simulation in marketing related issues within the last 14 years. For this purpose, we examined the content of ProQuest, Emerald and EbscoHost databases which provide great access to various journals from both marketing and technical disciplines. We used the keywords; marketing and agent-based simulation, marketing and agent-based modeling in the all fields. Search options are limited to peer-reviewed. Articles and conference papers published within the range of 2000 and 2013 were chosen from scholarly journals. This search resulted in 141 publications, by taking into consideration their abstracts, 89 of them found as irrelevant. Remaining 52 were classified into categories with respect to different marketing concepts and publishing years. In addition to this, marketing sub-categories and publishing years matrix was constructed in order to understand hot issues of marketing used in agent-based modeling and research opportunities of these two concepts. 