<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>The fast-paced development and evolution of the marketing concept in the last decade has generated the need to delve into the past to understand the future. Therefore, the current paper aims to bring forth a better understanding of the evolution of the concept of marketing thought, while doing a bibliometric analysis on the papers that mention the term “marketing thought” in their title and / or abstract. The findings of the literature review as well as the results of the analysis are representing a starting point in the process of continuing the research undertaken by authors in the 20<sup>th</sup> century and, thus providing a starting point in the development of new marketing theories on the evolution of the marketing thought in a time governed by the internet, social media, artificial intelligence, or online consumer behaviour.</p>
</abstract>

The fast-paced development and evolution of the marketing concept in the last decade has generated the need to delve into the past to understand the future. Therefore, the current paper aims to bring forth a better understanding of the evolution of the concept of marketing thought, while doing a bibliometric analysis on the papers that mention the term “marketing thought” in their title and / or abstract. The findings of the literature review as well as the results of the analysis are representing a starting point in the process of continuing the research undertaken by authors in the 20th century and, thus providing a starting point in the development of new marketing theories on the evolution of the marketing thought in a time governed by the internet, social media, artificial intelligence, or online consumer behaviour.

How the Marketing Thought Evolved – A Brief Analysis of Marketing Literature

Studies in Business and Economics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The fast-paced development and evolution of the marketing concept in the last decade has generated the need to delve into the past to understand the future....

How the Marketing Thought Evolved – A Brief Analysis of Marketing Literature

Publicado en línea: 11 ene 2024

Páginas: 136 - 144

DOI: https://doi.org/10.2478/sbe-2023-0050

Palabras clave
marketing, marketing concept, evolution, marketing thought

© 2023 Mircea Fuciu , published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

How the Marketing Thought Evolved – A Brief Analysis of Marketing Literature

Publicado en línea: 11 ene 2024

Páginas: 136 - 144

DOI: https://doi.org/10.2478/sbe-2023-0050

Palabras clavemarketing, marketing concept, evolution, marketing thought

© 2023 Mircea Fuciu , published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Palabras clave
marketing, marketing concept, evolution, marketing thought