SÜRDÜRÜLEBİLİR PAZARLAMA YÖNETİMİNİN BİBLİYOMETRİK ANALİZ YÖNTEMİ İLE İNCELENMESİ

Öz

Sürdürülebilir pazarlama yönetimi, kar odaklı pazarlamayı etik, çevre dostu ve sosyal sorumluluk ilkeleriyle entegre eden bir post-modern yaklaşımı temsil etmektedir. Sürdürülebilir pazarlama yönetimi üzerine yapılan araştırmaların çeşitliliği bu alanda kapsamlı alan yazın araştırmasına ihtiyaç duyulduğunu göstermektedir. Bu çalışma web of science veri tabanında yer alan akademik yayınları inceleyerek sürdürülebilir pazarlama konusunu sağlam bir bakış açısıyla haritalandırmayı ve gelecekteki potansiyel araştırma alanlarını belirlemeyi amaçlamaktadır. Araştırmanın zaman içindeki evrimini tanımlamak için bibliyometrik analiz yöntemi kullanılmaktadır. Ayrıca sürdürülebilir pazarlama yönetimi araştırmalarının ağ ve entelektüel yapısı VOSviewer yazılımı ile görselleştirilerek analiz edilmektedir. Analiz sonuçları, sürdürülebilir pazarlama yönetimi literatüründe kurumsal sosyal sorumluluk, sürdürülebilirlik, sürdürülebilir kalkınma, çevresel performans ve yeşil yenilik gibi temaların baskın olduğunu ortaya koymaktadır. Bu temalar işletmelerin ve tüketicilerin sürdürülebilir uygulamalara olan artan ilgisini ve bu uygulamaların ekonomik, sosyal ve çevresel performans üzerindeki etkilerini yansıtmaktadır. Ortak yazarlık ve atıf analizleri, alanın küresel bir iş birliği ağı içinde geliştiğini ve çok sayıda disiplin arası çalışmayı teşvik ettiğini göstermektedir. Bu çalışma sürdürülebilir pazarlama yönetimindeki en son konulara odaklanan önemli güncel katkıları ele almaktadır ve bu doğrultuda ileri araştırmalar için verimli araştırma yolları öngörmektedir.

Anahtar Kelimeler

• Sürdürülebilir Pazarlama Yönetimi
• Bibliyometrik Analiz
• İçerik Analizi
• VOSviewer
• Web of Science

Destekleyen Kurum

Bu çalışma için herhangi bir destek söz konusu değildir.

Etik Beyan

Bu çalışma etik onay belgesi gerektimemektedir.

INVESTIGATION OF SUSTAINABLE MARKETING MANAGEMENT USING BIBLIOMETRIC ANALYSIS

Öz

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.

Anahtar Kelimeler

• Sustainable Marketing Management
• Bibliometric Analysis
• Content Analysis
• VOSviewer
• Web of Science

Kaynakça

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