INVESTIGATION OF SUSTAINABLE MARKETING MANAGEMENT USING BIBLIOMETRIC ANALYSIS

Abstract

Sustainable marketing management is a post-modern approach that integrates profit-oriented marketing with ethical, environmentally friendly, and socially responsible principles. The research on sustainable marketing management highlights the need for a comprehensive literature review in this field. This study aims to examine the issue of sustainable marketing from an objective perspective and identify potential future research areas by analyzing academic publications on the Web of Science database. The bibliometric analysis method is used to describe the evolution of research over time. Additionally, the network and intellectual structure of sustainable marketing management research is visualized and analyzed using VOSviewer software. The analysis results show that the sustainable marketing management literature is dominated by themes such as corporate social responsibility, sustainability, sustainable development, environmental performance, and green innovation. These themes reflect the growing interest of businesses and consumers in sustainable practices and the impact of these practices on economic, social, and environmental performance. Co-authorship and citation analyses indicate that the field of sustainable marketing management has developed through a global network of collaborations, fostering interdisciplinary studies. This study discusses the most significant current contributions and foresees promising research avenues for further exploration in this direction.