Marketing Mix: A Bibliometric Mapping and Visualization of The Literature Grounded in Scopus and Web of Science (1958-2022)

ABSTRACT

The marketing mix is a crucial tool for developing the excellent marketing strategy and making it happen employing successful approaches. The study primary purpose is to provide a complete description of studies on the topic of marketing mix conducted worldwide. The Bibliometric Analysis tool from R Studio Bibliometric library and BiblioShiny platform was employed to carry out the research. With the help of the keywords "marketing mix," "marketing,", "consumer attitude," and "consumer perception," data for 65 years, from 1958 to 2022, were collected using Scopus as the primary database. It consisted of a collection of 559 documents written by 1245 authors from all over the world. The majority of the 1245 authors of the publications included in the study were from the USA, Indonesia, and Malaysia. They also came from the universities UNIV. OF CHICAGO, UNIV. FO CALIFORNIA, and NOTREPORTED. Author HANSSENS from California University Anderson School of Management in the United States is the study major contribution.

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