Bibliometric analysis of the contribution of marketing to other sciences/Analise bibliometrica da contribuicao de marketing para outras ciencias

This study aims to analyze the contribution of the Marketing discipline to other areas of knowledge. For this purpose, a bibliometric study was conducted, which, through citations, verified the presence of the most relevant marketing journals in major publications from other areas. Results indicate...

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Bibliographic Details
Published in:Revista de Ciencias da Administracao 2014-12, p.29
Main Authors: Rossi, Carlos Alberto Vargas, Bortoli, Luiza Venzke, Castilhos, Rodrigo Bisognin
Format: Article
Language:Portuguese
Subjects:
Consumer behavior
Consumer research
Marketing
Social networks
Online Access:Get full text
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Summary:This study aims to analyze the contribution of the Marketing discipline to other areas of knowledge. For this purpose, a bibliometric study was conducted, which, through citations, verified the presence of the most relevant marketing journals in major publications from other areas. Results indicate that only the area of Management receives significant influence of marketing studies. The most influential articles are within the scope of research methods and consumer behavior, suggesting a limited influence of Marketing in other areas. After analyzing results, we try to reflect on the need to make Marketing a more relevant area to other social and human sciences, since it deals with important domains of social and market relations in contemporary society. Keywords: Marketing. Marketing Scope. Bibliometric Analysis. O presente estudo busca analisar a contribuicao da disciplina de marketing para outras areas de conhecimento. Para tanto, foi realizado um estudo bibliometrico, verificando a presenca, por meio de citacoes, das revistas de maior relevancia da area de marketing nas principais publicacoes de outras areas correlatas. Os resultados evidenciam um numero apenas limitado de citacoes aos periodicos de marketing selecionados. Dentre as areas analisadas, apenas gestao de negocios recebe significativa influencia dos estudos de marketing. Entre os temas mais influentes, verificou-se a presenca constante daqueles ligados a metodos de pesquisa e a subarea do comportamento do consumidor. Diante desses resultados, e possivel refletir sobre a necessidade de a area buscar maior relevancia junto as demais ciencias sociais e humanas, uma vez que se ocupa de dominios relevantes das relacoes sociais e de mercado na sociedade contemporanea. Palavras-chaves: Marketing. Escopo de Marketing. Analise Bibliometrica.
ISSN:1516-3865
1516-3865
DOI:10.5007/2175-8077.2014v16n40p29