Global Marketing Strategies: A Comparative Analysis of Scientific Production and Citation Impact Across Nations

Abstract

In an era of rapidly evolving marketing strategies, understanding the landscape of academic research is essential for both practitioners and scholars. This bibliometric analysis utilizes data from Scopus and employs the powerful Biblioshiny tool to elucidate trends, patterns, and key contributions in the field of marketing strategies. Using Rayyan software for meticulous filtering, this study examines a curated selection of scholarly articles, providing insights into citation dynamics, geographical contributions, and temporal patterns of scientific output. The results reveal a rich tapestry of research, with China and the United Kingdom emerging as frontrunners in scholarly contributions. Innovative marketing strategies are increasingly recognized as critical for sustaining competitive advantage. This paper charts the trajectory of marketing research and highlights the interconnectivity among nations, fostering collaborative efforts that can propel future innovations. By distilling this knowledge, we aim to equip researchers and marketers with a robust framework to navigate the complexities of contemporary marketing paradigms and drive impactful strategies in a globalized market.