Experience Marketing and Business to Business Interactions in the Light of Bibliometric Analysis
Anna Zadykowicz , Marcin Gębarowski , Dariusz Siemieniako
AbstractThe purpose of this paper is to identify research areas within which the subject matter of experience marketing in connection with business to business interactions is addressed, based on bibliometric data analysis characterising publications covered in the Scopus database. To gain this purpose, authors planned techniques of bibliometric analysis with the support of the VOSviewer software. The theoretical contribution of the study of literature is to point out five categories (clusters) containing considered issues, such as: (1) internet and its solutions as experience marketing environment used in business to business interactions; (2) new product development and business strategy experience in business to business interactions; (3) experiences and interactions in management processes; (4) experience marketing in business to business interactions in context of relationship marketing and collaboration; (5) business customers experiences in interactions with service suppliers. By systemizing the explorations to date and deriving research directions, this paper guides scientists to further understand the experience marketing topical in the context of business interactions.
|Journal series||Przedsiębiorczość i Zarządzanie, ISSN 1733-2486, e-ISSN 2543-8190, (0 pkt)|
|Publication size in sheets||0.8|
|Keywords in English||bibliometrics, publication analysis, marketing research, Scopus database, experience marketing, business to business interactions|
|License||Journal (articles only); published final; ; with publication|
|Score|| = 14.0, 13-06-2019, manual|
= 5.0, 12-02-2020, ArticleFromJournal
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.