Marketing Re-Engineering in Small and Medium-Sized Enterprises in the Web-Enabled Era: The Systematic Literature Review and Bibliometric Analysis

Small and medium-sized enterprises (SMEs) moved much of their marketing to web channels after 2020. This review examines how research has described that change. Two Scopus searches supported bibliometric mapping in VOSviewer at two levels: a broad set of 1014 records and a focused set of 76 articles. Published term rules, applied under PRISMA 2020, produced a synthesis corpus of 74 reports published from 2020 to 2025, which explicit rules coded by design and type of change. The synthesis maps the evidence and does not appraise study quality. Current research is dominated by digital-transformation vocabulary, which occurs in 64.9% of the synthesis corpus, while re-engineering terminology is rare (4.1%). Research concentrates on adoption. Of 64 primary reports, 48 examine the adoption of tools without a data basis for decisions, and three examine the data-based redesign of marketing processes. Web analytics appears in two reports and privacy or ethics in none. Producers are dispersed: 96.9% of authors contributed one report, and 48 of 60 journals published one. The review proposes a typology of four change pathways, an integrative framework based on dynamic capabilities, and a research agenda on process redesign, behavioural web measurement and data governance.