2000-2022 Yılları Lojistik ve Pazarlama Konulu Yayınların Bibliyometrik İncelemesi
A Bibliometric Analysis of Publications on Logistics and Marketing for the Years 2000-2022

Author(s): Murat İsmet Haseki, İlker İbrahim Avşar
Subject(s): Business Economy / Management, Transformation Period (1990 - 2010), Present Times (2010 - today), Marketing / Advertising, Transport / Logistics
Published by: Özgür Yayın Dağıtım Ltd. Şti.
Keywords: marketing; logistics; businesses;
Summary/Abstract: Nowadays when artificial intelligence and algorithms are spoken, the focus of marketing activities in rapidly developing and changing technology is the consumer. In order for businesses to survive in an intensely competitive environment, they should better understand the consumer and better understand their current and potential needs. Businesses show special sensitivity to the image of their brands in the eyes of consumers. As a result of globalization, the world has become a single market. In a single market, in the face of rapidly changing conditions, the biggest weapon of businesses is their loyal customers. In order to retain their customers, businesses have to develop marketing strategies that produce solutions to their problems. Companies have to work with different disciplines while developing marketing strategies. One of these different disciplines is logistics. Logistics, which has an important place in the general activities of marketing, has to closely follow the changing consumer behaviors for the success of the business. Logistics develops various methods to better understand consumer behavior. One of the methods used in studies on the logistics sector is bibliometric analysis. In bibliometric analysis; The words are analyzed in order to show the status of the knowledge base that is the subject of the research. Word analysis reveals the main meaning issues hidden in the text. In order to make the analysis, a database is scanned for a certain period. The data obtained from the scanning are converted into bibliometric expressions using software such as VOSviewer. The motivation for logistics-based publications is due to the rapid change in the logistics industry recently and this change increased academic interest in the subject. There has been an increase in academic interest in logistics literature in the last 10 years. In addition, examining the research on the logistics sector with the subject of marketing lays the groundwork for a consensus on logistics and marketing subjects in the literature. The study concentrates on academic studies on marketing and logistics. For this purpose, the WoS database was scanned to cover 2000-2022. As a result of the search, 1471 publications focused on logistics and marketing were found. The obtained publications were evaluated in different categories with the bibliometric analysis approach.

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