Experience Marketing and Business to Business Interactions in the Light of Bibliometric Analysis
Experience Marketing and Business to Business Interactions in the Light of Bibliometric Analysis

Summary/Abstract: The purpose of this paper is to identify research areas within which the subject matter of experience marketing in connection with business to business interactions is addressed, based on bibliometric data analysis characterising publications covered in the Scopus database. To gain thispurpose, authors planned techniques of bibliometric analysis with the support of the VOS viewer software. The theoretical contribution of the study of literature is to point out five categories (clusters) containing considered issues, such as: (1) internet and its solutions as experience marketing environment used in business to business interactions; (2) new product development and business strategyexperience in business to business interactions; (3) experiences and interactions in management processes; (4) experience marketing in business to business interactions in context of relationship marketing and collaboration; (5) business customers experiences in interactions with service suppliers. By systemizing the explorations to date and deriving research directions, this paper guides scientists to further understand the experience marketing topical in the context of business interactions.

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