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research papers in marketing management

  • 17 Jan 2024

Psychological Pricing Tactics to Fight the Inflation Blues

Inflation has slowed from the epic rates of 2021 and 2022, but many consumers still feel pinched. What will it take to encourage them to spend? Thoughtful pricing strategies that empower customers as they make purchasing decisions, says research by Elie Ofek.

research papers in marketing management

  • 05 Dec 2023
  • Cold Call Podcast

What Founders Get Wrong about Sales and Marketing

Which sales candidate is a startup’s ideal first hire? What marketing channels are best to invest in? How aggressively should an executive team align sales with customer success? Senior Lecturer Mark Roberge discusses how early-stage founders, sales leaders, and marketing executives can address these challenges as they grow their ventures in the case, “Entrepreneurial Sales and Marketing Vignettes.”

research papers in marketing management

Tommy Hilfiger’s Adaptive Clothing Line: Making Fashion Inclusive

In 2017, Tommy Hilfiger launched its adaptive fashion line to provide fashion apparel that aims to make dressing easier. By 2020, it was still a relatively unknown line in the U.S. and the Tommy Hilfiger team was continuing to learn more about how to serve these new customers. Should the team make adaptive clothing available beyond the U.S., or is a global expansion premature? Assistant Professor Elizabeth Keenan discusses the opportunities and challenges that accompanied the introduction of a new product line that effectively serves an entirely new customer while simultaneously starting a movement to provide fashion for all in the case, “Tommy Hilfiger Adaptive: Fashion for All.”

research papers in marketing management

  • Research & Ideas

Are Virtual Tours Still Worth It in Real Estate? Evidence from 75,000 Home Sales

Many real estate listings still feature videos and interactive tools that simulate the experience of walking through properties. But do they help homes sell faster? Research by Isamar Troncoso probes the post-pandemic value of virtual home tours.

research papers in marketing management

  • 17 Oct 2023

With Subscription Fatigue Setting In, Companies Need to Think Hard About Fees

Subscriptions are available for everything from dental floss to dog toys, but are consumers tiring of monthly fees? Elie Ofek says that subscription revenue can provide stability, but companies need to tread carefully or risk alienating customers.

research papers in marketing management

  • 29 Aug 2023

As Social Networks Get More Competitive, Which Ones Will Survive?

In early 2023, TikTok reached close to 1 billion users globally, placing it fourth behind the leading social networks: Facebook, YouTube, and Instagram. Meanwhile, competition in the market for videos had intensified. Can all four networks continue to attract audiences and creators? Felix Oberholzer-Gee discusses competition and imitation among social networks in his case “Hey, Insta & YouTube, Are You Watching TikTok?”

research papers in marketing management

  • 26 Jun 2023

Want to Leave a Lasting Impression on Customers? Don't Forget the (Proverbial) Fireworks

Some of the most successful customer experiences end with a bang. Julian De Freitas provides three tips to help businesses invest in the kind of memorable moments that will keep customers coming back.

research papers in marketing management

  • 31 May 2023

With Predictive Analytics, Companies Can Tap the Ultimate Opportunity: Customers’ Routines

Armed with more data than ever, many companies know what key customers need. But how many know exactly when they need it? An analysis of 2,000 ridesharing commuters by Eva Ascarza and colleagues shows what's possible for companies that can anticipate a customer's routine.

research papers in marketing management

  • 30 May 2023

Can AI Predict Whether Shoppers Would Pick Crest Over Colgate?

Is it the end of customer surveys? Definitely not, but research by Ayelet Israeli sheds light on the potential for generative AI to improve market research. But first, businesses will need to learn to harness the technology.

research papers in marketing management

  • 24 Apr 2023

What Does It Take to Build as Much Buzz as Booze? Inside the Epic Challenge of Cannabis-Infused Drinks

The market for cannabis products has exploded as more states legalize marijuana. But the path to success is rife with complexity as a case study about the beverage company Cann by Ayelet Israeli illustrates.

research papers in marketing management

  • 07 Apr 2023

When Celebrity ‘Crypto-Influencers’ Rake in Cash, Investors Lose Big

Kim Kardashian, Lindsay Lohan, and other entertainers have been accused of promoting crypto products on social media without disclosing conflicts. Research by Joseph Pacelli shows what can happen to eager investors who follow them.

research papers in marketing management

  • 10 Feb 2023

COVID-19 Lessons: Social Media Can Nudge More People to Get Vaccinated

Social networks have been criticized for spreading COVID-19 misinformation, but the platforms have also helped public health agencies spread the word on vaccines, says research by Michael Luca and colleagues. What does this mean for the next pandemic?

research papers in marketing management

  • 02 Feb 2023

Why We Still Need Twitter: How Social Media Holds Companies Accountable

Remember the viral video of the United passenger being removed from a plane? An analysis of Twitter activity and corporate misconduct by Jonas Heese and Joseph Pacelli reveals the power of social media to uncover questionable situations at companies.

research papers in marketing management

  • 06 Dec 2022

Latest Isn’t Always Greatest: Why Product Updates Capture Consumers

Consumers can't pass up a product update—even if there's no improvement. Research by Leslie John, Michael Norton, and Ximena Garcia-Rada illustrates the powerful allure of change. Are we really that naïve?

research papers in marketing management

  • 29 Nov 2022

How Much More Would Holiday Shoppers Pay to Wear Something Rare?

Economic worries will make pricing strategy even more critical this holiday season. Research by Chiara Farronato reveals the value that hip consumers see in hard-to-find products. Are companies simply making too many goods?

research papers in marketing management

  • 26 Oct 2022

How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing)

Influencers aspire to turn "likes" into dollars through brand sponsorships, but these deals can erode their reputations, says research by Shunyuan Zhang. Marketers should seek out authentic voices on YouTube, not necessarily those with the most followers.

research papers in marketing management

  • 25 Oct 2022

Is Baseball Ready to Compete for the Next Generation of Fans?

With its slower pace and limited on-field action, major league baseball trails football in the US, basketball, and European soccer in revenue and popularity. Stephen Greyser discusses the state of "America's pastime."

research papers in marketing management

  • 18 Oct 2022

When Bias Creeps into AI, Managers Can Stop It by Asking the Right Questions

Even when companies actively try to prevent it, bias can sway algorithms and skew decision-making. Ayelet Israeli and Eva Ascarza offer a new approach to make artificial intelligence more accurate.

research papers in marketing management

  • 08 Aug 2022

Building an 'ARMY' of Fans: Marketing Lessons from K-Pop Sensation BTS

Few companies can boast a customer base as loyal and engaged as BTS fans. In a case study, Doug Chung shares what marketers can learn from the boyband's savvy use of social media and authentic connection with listeners.

research papers in marketing management

  • 30 Jun 2022

Peloton Changed the Exercise Game. Can the Company Push Through the Pain?

When COVID-19 closed gyms, seemingly everyone rushed to order a Peloton bike and claim a spot on the company's signature leader board. And then things quickly went downhill. A case study by Robert Dolan looks at the tough road the exercise equipment maker faces.

Mapping research in marketing: trends, influential papers and agenda for future research

Spanish Journal of Marketing - ESIC

ISSN : 2444-9695

Article publication date: 5 December 2023

This study aims to map the conceptual structure and evolution of the recent scientific literature published in marketing journals to identify the areas of interest and potential future research directions.

Design/methodology/approach

The 100 most influential marketing academic papers published between 2018 and 2022 were identified and scrutinized through a bibliometric analysis.

The findings further upheld the critical role of emerging technologies such as Blockchain in marketing and identified artificial intelligence and live streaming as emerging trends, reinforcing the importance of data-driven marketing in the discipline.

Research limitations/implications

The data collection included only the 100 most cited documents between 2018 and 2022, and data were limited only to Scopus database and restrained to the Scopus-indexed marketing journals. Moreover, documents were selected based on the number of citations. Nevertheless, the data set may still provide significant insight into the marketing field.

Practical implications

Influential authors, papers and journals identified in this study will facilitate future literature searches and scientific dissemination in the field. This study makes an essential contribution to the marketing literature by identifying hot topics and suggesting future research themes. Also, the important role of emerging technologies and the shift of marketing toward a more data-driven approach will have significant practical implications for marketers.

Originality/value

To the best of the authors’ knowledge, this is the first comprehensive study offering a general overview of the leading trends and researchers in marketing state-of-the-art research.

  • Bibliometric analysis
  • Citation analysis
  • Research publications
  • Science mapping
  • Análisis bibliométrico
  • Análisis de citas
  • Publicaciones de investigación
  • Mapeo científico
  • 市场营销; 文献计量分析; 引文分析; 研究出版物; 科学绘图。

Ramos, R. , Rita, P. and Vong, C. (2023), "Mapping research in marketing: trends, influential papers and agenda for future research", Spanish Journal of Marketing - ESIC , Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/SJME-10-2022-0221

Emerald Publishing Limited

Copyright © 2023, Ricardo Ramos, Paulo Rita and Celeste Vong.

Published in Spanish Journal of Marketing - ESIC. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode

1. Introduction

Marketing is vital to all businesses’ survival, long-term growth, development and success ( Czinkota et al. , 2021 ). Generally, the domain of marketing encompasses (1) the identification of marketing opportunities, (2) the creation of competitive advantages, (3) the effective utilization of resources, (4) the communication and delivery of products or services to customers, (5) the creation of value to customers and (6) the satisfaction of customers’ needs profitably ( Simkin, 2000 ).

The evaluation of academic marketing literature has progressively become relevant in recent years ( Das et al. , 2022 ; Hair and Sarstedt, 2021 ). The increasing number of academic publications in marketing varies in different contributions, which made it difficult for scholars to track new trends and find influential manuscripts to advance the body of knowledge. The primary objective of a research publication is to be known and influence others’ work. Nevertheless, the created knowledge is fragmented, and the emergence of new marketing topics is continuously changing the research map of marketing. Moreover, marketing is an applied discipline in that marketing research not only aims to generate scientific knowledge but also to provide insights and knowledge that can be practically used to inform marketing decisions ( Jedidi et al. , 2021 ). In addition, technological advancement has rapidly affected marketing practices and management ( Amado et al. , 2018 ). To address this challenge, this paper aims to map the conceptual structure and the evolution of knowledge to uncover the existing topics, trending areas of interest and future directions.

Despite considerable research efforts in the marketing field, little has been done to review prior research works systematically. Moreover, recent review articles have mainly focused on specific marketing domains or are limited to particular contexts, such as customer experience ( Chauhan et al. , 2022 ), marketing communication ( Domenico et al. , 2021 ), customer engagement ( Chen et al. , 2021 ), consumer behavior ( Oliveira et al. , 2022 ), advertising ( Jebarajakirthy et al. , 2021 ) and product or brand positioning ( Saqib, 2021 ), while context-specific reviews include marketing in emerging markets ( Paul et al. , 2016 ), sustainable marketing ( Lunde, 2018 ), business-to-business marketing ( Pandey et al. , 2020 ), luxury brand marketing ( Arrigo, 2018 ) and tourism marketing ( Han and Bai, 2022 ). The lack of a holistic review of marketing research created a gap in the existing research. Therefore, it is necessary to provide a big picture of the most recent marketing literature. The most recent review work in the same vein was conducted by Morgan et al. (2019) , who evaluated 257 marketing strategy articles published in the six most influential marketing journals during 1999–2017. Nevertheless, given its focus on marketing strategy and limited research sources, it does not provide a comprehensive framework that covers all aspects of the marketing field. To complement the work by Morgan et al. (2019) , this paper conducts a review with a more recent timeframe that focuses on recent trends, patterns and development in the field. The inclusiveness of journals will also enable identifying areas of interest beyond marketing strategy.

What is the knowledge structure of the state-of-the-art most influential academic research in marketing?

What are the current research trends?

What are possible pathways for future research in marketing?

The present work will facilitate the understanding and advancement of theories and knowledge in the field. Also, this paper provides valuable insights into the field’s most relevant and pressing issues and informs where future research efforts should be focused. This will, in turn, improve the practical relevance and usefulness of future research and ensure that research efforts are targeted toward topics that will yield impactful results. Moreover, it offers up-to-date information for marketing researchers.

2. Methodology

This study focuses on characterizing the most influential academic marketing articles published between 2018 and 2022 and discussing the marketing state of the art.

2.1 Search strategy

A search string was applied in the Scopus database to find the most relevant articles for this research ( Ramos et al. , 2019 ). The Scopus database was chosen for the literature review as it is generally considered one of the largest repositories with the most relevant indexed publications and one of the most universally acknowledged bibliographic databases ( Kumar et al. , 2020 ). It is recognized as the most well-organized and of the highest credibility and quality standards, with the most significant global impact and more comprehensive cover ( Muñoz-Leiva et al. , 2015 ; Rojas-Lamorena et al. , 2022 ) and is consistent with previous bibliometric reviews applied in the marketing research setting ( Kumar et al. , 2021 ; Paul and Bhukya, 2021 ). In addition, it follows Donthu et al. (2021) ’s recommendation to select only one database to minimize human errors during analysis. All marketing journals (212) indexed in Scopus were included in the current study. The journal selection takes a rather inclusive approach instead of the sole inclusion of marketing-specific journals, as marketing is a diverse and evolving field not strictly tied to a single-subject field ( Baumgartner and Pieters, 2003 ) but often intersects with other disciplines. For instance, given the rapid advancement of technology and its influence on marketing practices, topics such as information systems or big data are growing in importance and relevance to the marketing literature ( Amado et al. , 2018 ). Accordingly, journals such as the International Journal of Information Management have also contributed significantly to marketing recently ( Veloutsou and Ruiz Mafe, 2020 ). The search was conducted on June 9, 2023.

2.2 Selection process and final data set

The search was conducted in the Scopus database and limited to 2018 to 2022 to obtain state-of-the-art articles. Five years is a reasonable timeframe to capture a discipline’s essence and to conduct a bibliometric analysis ( Borgohain et al. , 2022 ). The collection of articles over five years reflects varied, robust, broad, inclusive and unrelated marketing research interests in the marketing field ( Bettenhausen, 1991 ). The focus on the most recent works permits uncovering the most recent trends without the influence of older topics. Only articles were selected as they represent the most advanced and up-to-date knowledge and are recognized for their academic value ( Rojas-Lamorena et al. , 2022 ). In total, 44,767 articles were collected. To select the most recent influential marketing articles, the top 100 most cited articles were selected. The citation metric acknowledges the impact of the articles ( Donthu et al. , 2021 ) and reflects the impact of scholarly work in subsequent research ( Purkayastha et al. , 2019 ).

In addition, it is recognized as one of the most relevant metrics of academic research ( Dowling, 2014 ). Although assessing the influence of an article based on citation analysis represents a significant limitation because articles may be cited for multiple reasons, citation analysis is considered an objective approach that exhibits less systematic biases for research impact evaluation ( Baumgartner and Pieters, 2003 ). Previous works have used citation metrics for bibliometric analysis. For instance, Law et al. (2009) analyzed the most influential articles published in Tourism journals using citation counts, whereas Brito et al. (2018) identified the areas of interest in football research and listed the articles based on citation frequency. From each article, the following variables were retrieved: authors’ names and keywords, document title, year, source title and citation count. The information was extracted in CSV file format.

2.3 Final data set

The final data set includes 100 articles from 28 journals. The authors’ names were reviewed for normalization purposes as they have different nomenclatures in different articles (e.g. Dwivedi YK vs Dwivedi Y) so that the software understands them as the same.

2.4 Data analysis

The CSV file with the final data set was input for the bibliometric analysis. Data were analyzed using the mapping analysis R-tool bibliometrix ( Aria and Cuccurullo, 2017 ). This package allows different types of analysis, offering an overview of the research field. A bibliometric analysis permits to analyzing the bibliographic material quantitatively, providing an objective and reliable analysis ( Broadus, 1987 ; Sepulcri et al. , 2020 ) and summarizing the existing literature and identifying emerging topics of research ( Hota et al. , 2020 ). The authors’ names and keywords, year of publication, source title and the number of citations were collected from each article. A performance analysis was performed to acknowledge the field’s citation structure, most relevant sources, authors and articles. Then, science mapping analysis through a co-occurrence analysis was performed. The co-occurrence analysis aims to overcome the descriptive nature of the bibliometric analysis, uncovering gaps and research trends ( Palmatier et al. , 2018 ; Quezado et al. , 2022 ). The gaps and research trends led to a future research agenda.

3. Results and discussion

3.1 total citations by year.

As indicated in Table 1 , the 100 articles were cited 41,888 times, an average of 418.88 citations per article. The most contributing years were 2019 and 2020, with 33 published articles yearly. The year with the highest number of citations was 2019, with 14,621 citations, corresponding to 34.90% of the total citations. This record is strongly linked to the work of Snyder (2019) , with 1,872 citations that characterized different types of literature reviews and suggested guidelines on conducting and evaluating business research literature reviews. Due to the increasing number of publications, it is challenging to keep current with state-of-the-art research ( Briner and Denyer, 2012 ). Reviewing the existing research is fundamental for understanding marketing research inconsistencies, gathering and synthesizing previous research and serving as guidance for researchers and practitioners. In addition, literature reviews contribute to identifying potential gaps, suggesting novel research lines and allowing a balanced growth of a research field ( Hulland and Houston, 2020 ).

The year with the highest mean total citations per article and year was 2021 (527.5 and 175.83, respectively). This result is highly associated with Donthu et al. (2021) ’s work, with 1,221 citations, that explained how to develop a bibliometric analysis.

The main difference between a literature review and bibliometric analysis is the focus and the methodological approach. A literature review aims to critically analyze and synthesize existing knowledge under a research topic ( Snyder, 2019 ). In turn, a bibliometric analysis is a specific approach within the field of scientometrics that uses quantitative and statistical methods to analyze the scientific production and articles’ characteristics published in a specific research domain ( Aria and Cuccurullo, 2017 ).

3.2 Most influential articles

Seminal articles in marketing assume an essential role in its development ( Berry and Parasuraman, 1993 ). The number of citations was used to define and measure the impact of the most influential articles. The most cited document (total citation = 1,872) was Snyder’s (2019) work on conducting an overview and suggesting guidelines for conducting a literature review ( Table 2 ). The normalized citation compares an article’s performance to the data set’s average performance ( Bornmann and Marx, 2015 ; Rita and Ramos, 2022 ). Snyder (2019) ’s work has the highest normalized citation index (4.13), revealing its outstanding performance compared with the remaining articles from the data set.

Among the top 10 most cited articles, three are related to PLS-SEM. The partial least squares – structural equation modeling (PLS-SEM) is relevant for marketing as it allows to examine of complex relationships between latent variables and manifest variables, permitting a flexible and less restrictive analysis in terms of statistical assumptions than other modeling techniques, such as confirmatory factor analysis and principal component analysis ( Hair et al. , 2020 ). By using PLS-SEM, marketing researchers can explore complex relationships among variables, test research hypotheses, identify the relative importance of different influencers and assess the validity and reliability of the measured variables ( Sarstedt et al. , 2019 ). It is frequently used in research involving the modeling of theoretical constructs, such as customer satisfaction ( Ramos et al. , 2022 ), brand image ( Kunkel et al. , 2020 ) or perceived quality ( Ariffin et al. , 2021 ) research.

Surprisingly, there are no articles from 2018 in the top 10 most cited articles. However, there are two articles published in 2021. One of the papers published in 2021 is the work of Verhoef et al. (2021) , which explores digital transformation and innovation in business models and suggests a research agenda for future studies. Digital transformation and innovation are highly relevant for marketing as it provokes consumer behavior change ( Lemos et al. , 2022 ). In addition, it allows companies to adapt to consumer behavior changes, seize the opportunities for segmentation and personalization, improve communication and engagement and increase operational efficiency ( Muneeb et al. , 2023 ; Zhang et al. , 2022 ).

3.3 Source impact

Table 3 depicts the top 10 most impactful sources of the 100 most influential marketing articles. The intellectual convergence is exhibited based on common sources and referencing patterns ( Donthu et al. , 2021 ), and identifying journals may facilitate future literature search and scientific dissemination.

Among the 28 journals, the International Journal of Information Management (IJIM) contributed the most papers (26 papers), followed by the Journal of Business Research (JBR) (22 papers) and the Journal of Retailing and Consumer Services (JRCS) (6 papers). These journals are all First Quartile journals based on SCImago Journal Rank (SJR) indicator, with an impact factor of 4.906, 2.895 and 2.543, respectively. The IJIM focuses on contemporary issues in information management ( Elsevier, 2023a ). Information management field of research plays a fundamental role in marketing, providing data and insights that guide marketing strategies, improve segmentation and customization, leverage automation marketing, data-driven decision-making and the performance evaluation of marketing initiatives ( Dwivedi et al. , 2020 ). The JBR aims to publish recent business research dealing with the spectrum of actual business practical settings among different business activities ( Elsevier, 2023b ), while the JRCS focuses on consumer behavior and policy and managerial decisions ( Elsevier, 2023c ). The findings indicate the contribution and importance of IJIM to the marketing field, recognizing the relevance of information management. Surprisingly, leading marketing journals listed in the Financial Times 50 ( Ormans, 2016 ), such as the Journal of Consumer Research , Journal of the Academy of Marketing Science and Journal of Marketing , only produced a small number of relevant articles in our data set. This result suggests that their papers may not be as impactful or influential as those published in other outlets. Nevertheless, the quality of the articles published in these outlets reflects the most original and well-executed research, as they have high submission rates. However, their rate of acceptance is very low.

Among the top 10 most productive journals, JBR is the one with the highest number of citations. This result confirms Table 2 ’s results as it lists six articles that were published in this journal ( Donthu et al. , 2021 ; Hair et al. , 2020 ; Sheth, 2020 ; Sigala, 2020 ; Snyder, 2019 ; Verhoef et al. , 2021 ).

3.4 Contributing authors

Key authors are essential to the field’s structure and growth ( Berry and Parasuraman, 1993 ) and positively influence the most impactful articles ( Rojas-Lamorena et al. , 2022 ). Thus, it is imperative to identify them and acknowledge their impact. Between 2018 and 2022, 100 documents were written by 312 different authors.

Table 4 characterizes the top 10 most productive authors among the most influential marketing research articles over the past five years. The authors’ indices were calculated, including h -index, g -index and m -index. The Hirsh index ( h -index) is the proposal to quantify productivity and the journal’s impact considering the number of papers and citations per publication ( Hirsch, 2005 ). The g -index aims to measure the performance of the journals ( Egghe, 2006 ), considering the citation evolution of the most cited papers over time. Furthermore, the m -index, also called the m -quotient, considers the h -index and the time since the first publication ( n ); hence, m -index = h -index/ n ( Halbach, 2011 ).

Professor Dwivedi YK is the most prolific, with seven published articles indicating more than one paper yearly. Although he is placed second as the most cited author (3,361), he has the highest h - (7), g - (7) and m -index (1.17). Professor Dwivedi’s research focuses on digital innovation and technology consumer adoption and the use of information systems and information technology for operation management and supply chain, focusing on emergent markets. Digital innovation and understanding technology consumer adoption allow companies to engage with consumers efficiently and personally ( Alalwan et al. , 2023 ). In addition, information systems and information technology applied in operation management and supply chain permit a higher efficiency and visibility in commercial activities, aiding companies to optimize processes, reduce costs and improve customer care ( Tasnim et al. , 2023 ). Professor Dwivedi is a Professor at the School of Management, Swansea University, UK ( Swansea, 2023 ). The second most productive author is Hair JF, and Hughes DL, with five articles each. Professor Hair JF is the most cited author in the list of the most productive authors. This record is highly associated with the work “Assessing measurement model quality in PLS-SEM using confirmatory composite analysis” ( Hair et al. , 2020 ), with 1,103 citations. Multiple papers gather authors from the list. For instance, the article “Artificial Intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy” ( Dwivedi et al. , 2021 ) was co-authored by Professors Dwivedi YK and Hughes DL. This paper has 637 citations and addresses the transformative power that artificial intelligence (AI) may have for the automation and replacement of human tasks, highlighting opportunities, challenges and impacts. AI plays a fundamental role in marketing, permitting advanced personalization, task automation, advanced data analysis, campaign optimization and improved customer experience, leading to personalized experiences and better marketing results ( Duan et al. , 2019 ; Dwivedi et al. , 2021 ).

Fractionalized frequency displays the multiauthored articles. This analysis is relevant to understand how researchers interact with each other ( Rojas-Lamorena et al. , 2022 ). A credit is attributed to each author, depending on the number of co-authors. If a paper has two authors, each receives a half-point. If a paper has three authors, each receives a third of a point, and so on ( Cuccurullo et al. , 2016 ). Professor Hughes DL has the lowest score (0.57) on the five most productive authors list, suggesting a strong relationship with colleagues through co-authorship based on shared interests.

3.5 Co-occurrence analysis

Figure 1 presents the authors’ keywords co-occurrence analysis and reflects the relationship between the keywords and the data set ( Wang et al. , 2012 ). Co-occurrence analysis aims to establish relationships and map the conceptual structure of the most influential marketing academic articles and reveal current research trends ( Eduardsen and Marinova, 2020 ). The thicker the lies among each cluster, the stronger the connection between the keywords. The size of each edge indicates the occurrence frequency. Thematic map displays the top 50 keywords and a minimum of 5 clusters. The thematic map shows six clusters, of which two are with the largest nodes, including AI (brown) and Covid-19 (blue). However, clusters with smaller nodes are bibliometric analysis (red), social media (purple), blockchain (green) and customer engagement (orange).

The brown cluster suggests a topic under AI technology. The cluster’s keywords highlight an interconnection and application of AI, machine learning and cognitive computing in the marketing research field. Deep learning, natural language processing and machine learning make part of a broader spectrum of AI ( Verma et al. , 2021 ). Cognitive computing refers to the capacity of computer systems to mimic human capacity to process information, learn and make decisions ( Duan et al. , 2019 ). These technologies handle big data efficiently, predict consumer behavior and support decision-making in actionable insights, transforming marketing strategies ( Blanco-Moreno et al. , 2023 ; Dwivedi et al. , 2021 ).

The blue cluster reflects the pandemic that affected the globe between 2020 and 2023 ( United Nations, 2023 ). This cluster reveals a close relationship between the Covid-19 pandemic and consumer behavior ( Sheth, 2020 ). The interest in understanding the attitudes and consumers’ decision-making is highly relevant for future pandemics ( Pereira et al. , 2023 ). In addition, the pandemic brought social and industry challenges that deserve academic attention ( Dwivedi et al. , 2020 ; Muneeb et al. , 2023 ). This cluster also addresses overconsumption driven by impulsive behavior promoted by the pandemic ( Islam et al. , 2021 ; Marikyan et al. , 2023 ). This cluster suggests insights on how companies can adequately develop marketing strategies to face the pandemic challenges and effectively respond to health crises.

The red cluster reveals a direct connection between bibliometric analysis and scientific assessment. The bibliometric analysis is applied to reveal research patterns and knowledge structure and access the scientific production impact ( Ramos and Rita, 2023 ). The use of bibliographic coupling, co-occurrence analysis and the Scopus database supplies the data set for the identification of relationships and patterns within the literature ( Donthu et al. , 2021 ), summarizing the existing literature and identifying emerging topics of research ( Hota et al. , 2020 ).

The purple cluster highlights the terms social media and marketing. The keyword social media highlights the role of platforms, such as Instagram or TikTok, for advertising ( Alalwan, 2018 ), understanding the role of influencers ( Lou and Yuan, 2019 ), and for co-creation in brand communities ( Kamboj et al. , 2018 ), influencer marketing. Social media platforms are fundamental for any communication strategy as they connect with the audience, create engagement and awareness and promote products and services ( Lou and Yuan, 2019 ). The strategic use of social media in marketing is fundamental for companies to establish an effective presence and build long-lasting relationships.

The orange cluster suggests a relationship between live streaming and customer engagement ( Wongkitrungrueng and Assarut, 2020 ). This interconnection suggests that live streaming can be an effective channel for developing social commerce, influencing purchase intentions ( Sun et al. , 2019 ). Real-time and direct interaction with customers promote greater involvement and improve customer experience.

The green cluster suggests a focus on applying blockchain technology in information systems. Blockchain is a decentralized and immutable technology for transaction registers studied in the supply chain context ( Min, 2019 ). It has a significant potential to transform data management ( Lemos et al. , 2022 ).

4. Conclusions and future research agenda

This study represents a map of the conceptual structure and evolution of the state-of-the-art scientific literature published in marketing journals to identify the areas of interest and potential future research directions. This review aimed to (1) acknowledge the structure of the state-of-the-art most influential academic marketing research, (2) identify current research trends and (3) suggest future research prospects.

4.1 RQ1: knowledge structure

Regarding RQ1, the most cited article among the top 100 between 2018 and 2022 was the work of Snyder (2019) , with 1,872 citations, followed by the work of Donthu et al. (2021) , with 1,221. The years 2019 and 2020 were those that most contributed to the top 100 most cited, with 33 articles each. Accordingly, these years had the most citations, 14,621 and 13,692, respectively. The IJIM was the source with the highest number of articles published from our data set ( n = 26). However, the JBR, with 22 published articles, was the journal with the highest citations ( n = 12,265). Every journal from the top 10 prolific sources is ranked in Scopus (SJR) as Q1. Professor Dwivedi YK was the most prolific author, with seven articles published, followed by Professors Hair JF and Hughes DL, with five articles each. Although placed second on the most productive authors list, the most cited author was Professor Hair JF, with 3,615 articles.

4.2 RQ2: current research trends

As for RQ2, this bibliometric analysis allowed us to identify current research trends through the co-occurrence analysis. Since a comprehensive future research agenda stimulates researchers to continue their research efforts ( Hulland and Houston, 2020 ), we suggest marketing future research questions to gain a deeper knowledge of current research trends ( Table 5 ).

Although AI has existed for over six decades ( Duan et al. , 2019 ), the development of supercomputers that analyze big data led to the exponential use of this technology. Its application in marketing varies and includes trend and prediction analysis, chatbots and marketing automation. However, particularly for data analysis, multiple research questions are yet to be answered ( Dwivedi et al. , 2021 ). Grounded on the AI (brown) cluster, it would be interesting to uncover different uses of AI to improve big data analysis.

The Covid-19 pandemic disrupted global habits ( Sheth, 2020 ). New habits emerged, changing the industry landscape in multiple dimensions, such as consumer, leisure and work behavior. Although multiple studies were published regarding the topic, much is yet to be uncovered. The effects of this pandemic are yet to be fully acknowledged, demanding future studies to comprehend the permanent changes in society ( Islam et al. , 2021 ). In addition, uncovering the best-implemented industry marketing strategies can be helpful, as it is inevitable that new pandemics occur in the future ( Pereira et al. , 2023 ).

Bibliometric analyses map and summarize existent research, extending the global understanding of a research topic and increasing the quality and success of scholarly work ( Donthu et al. , 2021 ). However, the analysis is mainly descriptive ( Ramos and Rita, 2023 ). Combining bibliometric analysis with other methods may enhance the results, leading to an advancement in using such an approach.

Social media is broadly used for marketing-related activities. Through social media platforms, it is possible to build brand image, generate leads for the company’s website, analyze and monitor data, or be an influencer marketer ( Alalwan, 2018 ; Lou and Yuan, 2019 ). Nevertheless, the implementation of gamification techniques ( Bhutani and Behl, 2023 ; Wanick and Stallwood, 2023 ), privacy concerns ( Saura et al. , 2023 ) and collective decision-making ( Dambanemuya et al. , 2023 ) are issues that deserve the attention of researchers.

Livestreaming captured the attention of digital retailing marketers in recent years and significantly changed social interaction. However, different types of live streaming exist, such as webinars, game streaming, corporate streaming, vlogs or personalized content, and can be used in different industries ( Zhang et al. , 2023 ). Investigating the influence of live streaming on consumer engagement may enhance understanding of its relevance for the industry and improve marketing effectiveness ( Wongkitrungrueng and Assarut, 2020 ).

Blockchain technology allows tracing and enhances transaction transparency, creating authenticity certificates to prevent fraud or loyalty programs to build customers’ loyalty and trust ( Lemos et al. , 2022 ). Despite several studies being conducted to understand the impact of this technology on marketing ( Marthews and Tucker, 2023 ; Tan and Salo, 2023 ), there is much to be learned and questions unanswered.

4.3 RQ3: future research agenda

Based on the comprehensive bibliometric analysis findings, potential directions for future research are presented ( Table 6 ). Topics surrounding data-driven marketing are particularly relevant ( Zhang et al. , 2022 ) due to the data abundance and technological advances, and they have the potential to be further developed. For instance, issues arising from adopting AI to uncover hidden patterns in big data or integrating data from different sectors or industries to understand consumer behavior are yet to be understood. In addition, environmental sustainability is highly relevant due to the increasing customers’ awareness of the topic and its influence on developing marketing strategies ( Jung et al. , 2020 ). However, multiple questions are yet to be answered. In particular, the influence of gamification techniques to promote positive, environmentally sustainable consumer behavior and how emerging technologies influence the customers’ perception of sustainable products. Mass personalization allows consumers to customize product features ( Qin and Lu, 2021 ). This topic is highly relevant to the industry and underexplored in marketing. For instance, how can mass personalization be efficiently implemented in highly productive industries? Or how can emerging technologies improve mass personalization programs? Finally, the wearable technologies market is exponentially growing and is increasingly essential to consumer behavior ( Ferreira et al. , 2021 ).

5. Conclusions and limitations

Through the bibliometric analysis of the 100 most influential marketing papers published between 2018 and 2022, this review presents potential directions for knowledge advancement and comprehensive information to facilitate future literature search ( Boell and Cecez-Kecmanovic, 2014 ) by identifying the current research focus, conceptual structure and trends in the marketing field. In addition, this review contributes to practice by identifying the most influential articles for the marketing scientific community interested in gaining scientific insights. Meanwhile, the important role of emerging technologies and the shift of marketing toward a more data-driven approach will have significant practical implications for marketers.

This work has limitations that need to be stated. First, data were limited to Scopus database and restrained to indexed marketing journals. However, it is essential to note that all scientific databases have limitations. Second, to select the most influential marketing documents, the only criterion was on a commonly used metric – the number of citations. Although citation metrics are commonly used, they may incorrectly demonstrate the quality of the work. There are multiple reasons for a work to be cited ( Vogel and Güttel, 2012 ), such as a journal’s prestige or factors related to the methods ( Hota et al. , 2020 ). The Mathew effect phenomenon also exists in science ( García-Lillo et al. , 2017 ). Third, articles take time to be cited. This means that the most recent articles from our data set may have fewer citations, but it does not mean that their quality is poorer. Fourth, to select the most influential marketing articles, every journal under the subject area “Business, Management and Accounting” and category “Marketing” were selected. However, there are journals listed in other subject areas and categories. Nevertheless, the data set may still provide significant insight into the marketing field.

research papers in marketing management

Thematic map based on the authors’ keywords co-occurrence

Top 100 most cited articles structure

Source impact

Co-occurrence topics and future research avenues

IoT = Internet of things

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Acknowledgements

Paulo Rita’s work was supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the project – UIDB/04152/2020 – Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS.

Since submission of this article, the following authors have updated their affiliations: Ricardo Ramos is at Technology and Management School of Oliveira do Hospital, Polytechnic Institute of Coimbra, Oliveira do Hospital, Portugal; ISTAR, Instituto Universitário de Lisboa (ISCTE-IUL), Lisboa, Portugal; Centre Bio R&D Unit, Association BLC3 – Tecnology and Innovation Campus, Oliveira do Hospital, Portugal; Paulo Rita is at NOVA Information Management School (NOVA IMS), Universidade NOVA de Lisboa, Lisboa, Portugal; and Celeste Vong is at NOVA Information Management School (NOVA IMS), Universidade NOVA de Lisboa, Lisboa, Portugal.

Corresponding author

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Marketing Management Research Paper Topics

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This page is designed to serve as a comprehensive guide to marketing management research paper topics , offering insights into various dimensions of marketing that are essential in today’s globalized business environment. It includes an exhaustive list of topics divided into categories, practical tips on choosing and writing on marketing management subjects, and an exclusive section dedicated to iResearchNet’s specialized writing services. Whether a student, academician, or professional, this guide aims to provide a resourceful pathway to explore the multifaceted world of marketing management research, emphasizing the need for empirical inquiry, analytical thinking, and innovative approaches.

100 Marketing Management Research Paper Topics

Marketing management is a diverse field encompassing various aspects of marketing, such as strategy, consumer behavior, product development, branding, and more. Below is a comprehensive list of marketing management research paper topics divided into 10 different categories, each containing 10 specific topics. These topics cater to different levels of complexity and interest and can be explored for detailed research.

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Get 10% off with 24start discount code, marketing strategies.

  • The Impact of Digital Marketing on Traditional Advertising Methods
  • An Analysis of Guerrilla Marketing Techniques in Small Businesses
  • The Role of Social Media in Influencing Consumer Behavior
  • Evaluating the Success of Viral Marketing Campaigns
  • Personalization in Marketing: Trends and Challenges
  • The Influence of Environmental Sustainability on Marketing Strategies
  • Brand Positioning and Differentiation Strategies
  • The Integration of Artificial Intelligence in Marketing Decision Making
  • B2B vs B2C Marketing Strategies: A Comparative Analysis
  • Ethical Considerations in Influencer Marketing

Consumer Behavior

  • The Psychology of Consumer Buying Behavior
  • Impact of Cultural Factors on Consumer Preferences
  • How Pricing Strategies Influence Consumer Choices
  • The Effect of Online Reviews on Consumer Purchase Decisions
  • Consumer Loyalty Programs and Their Impact on Retention
  • Generational Differences in Consumer Behavior
  • The Role of Emotions in Consumer Decision Making
  • Ethical Consumerism and its Influence on Purchasing Behavior
  • The Impact of Social Proof on Consumer Trust
  • Understanding the Impulse Buying Behavior in Retail Settings

Product Management

  • Product Life Cycle Analysis and Strategies
  • New Product Development Processes: A Case Study
  • The Role of Packaging in Product Perception
  • Product Line Extension vs Brand Extension: A Critical Evaluation
  • Managing Product Recalls Effectively
  • Pricing Strategies for New Product Launches
  • Role of Consumer Feedback in Product Improvement
  • The Impact of Quality Management on Product Success
  • Product Differentiation in Competitive Markets
  • Strategies for Managing Obsolete Products
  • Building Global Brands: Strategies and Challenges
  • The Role of Storytelling in Brand Building
  • Impact of Celebrity Endorsements on Brand Image
  • Rebranding Strategies and Their Impact on Consumer Perception
  • The Importance of Brand Equity and How to Measure It
  • Building Brand Loyalty Through Customer Engagement
  • Co-branding Strategies and Their Effectiveness
  • The Influence of Brand Personality on Consumer Preferences
  • Managing Brand Reputation in the Digital Age
  • The Role of Corporate Social Responsibility in Branding

Sales Management

  • The Art of Sales Forecasting: Methods and Accuracy
  • Sales Training Techniques and Their Effectiveness
  • Relationship Selling vs Transactional Selling
  • Sales Promotion Strategies and Their Impact on Revenue
  • The Role of Sales Automation Tools in Enhancing Performance
  • Managing Sales Territories for Optimal Performance
  • The Effect of Sales Incentives on Employee Motivation
  • Integrating Customer Relationship Management (CRM) in Sales
  • The Impact of Cross-Selling and Up-Selling Strategies
  • Ethical Considerations in Sales Management

Digital Marketing

  • Search Engine Optimization (SEO) Strategies
  • Effective Content Marketing for Online Engagement
  • Social Media Advertising: Trends and ROI Measurement
  • Email Marketing Best Practices for Conversion
  • The Role of Analytics in Digital Marketing
  • Influencer Marketing in the Age of Social Media
  • Mobile Marketing Strategies for Consumer Engagement
  • The Future of Virtual Reality in Digital Marketing
  • The Use of Big Data in Personalized Marketing
  • Ethical Considerations in Digital Advertising

International Marketing

  • Strategies for Entering Emerging Markets
  • Cultural Sensitivity in International Marketing
  • The Role of Global Marketing in Expanding Business Horizons
  • International Pricing Strategies and Currency Considerations
  • Managing International Marketing Partnerships and Alliances
  • The Effect of Political Factors on International Marketing
  • Standardization vs Localization in International Marketing
  • The Role of E-commerce in Global Marketing Strategies
  • Cross-Cultural Communication in International Business
  • The Impact of Globalization on Local Brands

Services Marketing

  • Quality Management in Service Delivery
  • Strategies for Enhancing Customer Satisfaction in Service Industries
  • The Role of Technology in Service Innovation
  • Marketing Strategies for Professional Services
  • Measuring Customer Expectations and Perceptions in Services Marketing
  • The Effect of Online Platforms on Service Distribution
  • Service Recovery Strategies and Customer Loyalty
  • The Role of Employee Training in Service Excellence
  • Relationship Marketing in Service Industries
  • Ethical Considerations in Healthcare Services Marketing

Retail and E-commerce

  • Omnichannel Retailing Strategies and Customer Experience
  • E-commerce Growth and the Future of Traditional Retail
  • The Role of Artificial Intelligence in E-commerce Personalization
  • Consumer Trust and Security in Online Shopping
  • Strategies for Reducing Shopping Cart Abandonment
  • Mobile Commerce Trends and Consumer Behavior
  • The Impact of E-commerce on Supply Chain Management
  • Social Commerce: Integrating Social Media and Online Sales
  • The Role of User Experience (UX) Design in E-commerce Success
  • Ethical Considerations in E-commerce Operations

Marketing Ethics and Social Responsibility

  • Ethical Challenges in Targeted Advertising
  • The Role of Green Marketing in Sustainable Development
  • Social Marketing Campaigns for Public Health
  • Corporate Social Responsibility (CSR) and Brand Image
  • Ethical Considerations in Market Research Practices
  • The Influence of Ethical Leadership on Marketing Strategies
  • The Impact of Fair Trade Practices on Consumer Perception
  • Social Responsibility in Alcohol and Tobacco Advertising
  • Ethical Considerations in Children’s Advertising
  • The Role of Ethics in Product Development and Testing

In conclusion, marketing management is an extensive and multifaceted field that encompasses a wide range of research topics. From strategies and branding to ethics and international considerations, there is a rich array of subjects that students and researchers can delve into. The above topics offer a starting point for insightful inquiry, practical applications, and critical evaluation. Whether you are aiming for academic excellence or professional development, these topics can help foster a deeper understanding of marketing management and its integral role in today’s dynamic business landscape.

Marketing Management and the Range of Research Paper Topics

Introduction to marketing management.

Marketing Management is a complex and dynamic field that lies at the heart of business operations. It involves the planning, execution, and monitoring of marketing strategies, tailored to meet customer needs and business goals. The success of any product or service in the market largely depends on the effectiveness of marketing management.

Key Principles and Concepts

  • Strategic Planning : Marketing management starts with the identification of target markets and the development of a marketing mix to satisfy consumers within that market. This includes the 4Ps of marketing: Product, Price, Place, and Promotion.
  • Consumer Behavior Understanding : It’s essential to understand consumer behavior to create strategies that resonate with the target audience. This includes demographics, psychographics, and behavioral aspects like needs, preferences, and purchase behavior.
  • Digital Marketing and Social Media : With the advent of the internet, digital marketing has become an indispensable tool. It includes SEO, content marketing, email marketing, social media marketing, and more.
  • Branding and Brand Management : Building a strong brand image is vital for long-term success. Branding strategies include creating a unique brand identity, consistent messaging, and managing customer perceptions.
  • Marketing Analytics and Metrics : Utilizing data and analytics helps in making informed decisions. Metrics such as customer lifetime value (CLTV), customer acquisition cost (CAC), and return on marketing investment (ROMI) are crucial.

Range and Depth of Research Paper Topics

The field of marketing management offers a plethora of research paper topics reflecting its multifaceted nature. Here are some broad categories:

  • Strategic Marketing Management : Topics here may include SWOT analysis, competitive strategies, market segmentation, and differentiation.
  • Digital Marketing and Social Media : Research on emerging digital marketing trends, social media strategies, influencer marketing, etc.
  • Consumer Behavior : This includes studying consumer buying habits, cultural influences on purchasing, customer satisfaction, and loyalty programs.
  • International Marketing Management : Topics related to global marketing strategies, cross-cultural communication, international branding, etc.
  • Marketing Analytics and Metrics : This covers data-driven marketing, predictive analytics, performance metrics, and big data in marketing.
  • Ethical Issues in Marketing : Exploring ethical considerations like deceptive advertising, privacy concerns, green marketing, and social responsibility.
  • Emerging Trends in Marketing Management : Investigating newer trends like AI in marketing, omnichannel marketing, virtual reality, personalized marketing, etc.

These categories provide students with various angles to approach marketing management, from traditional strategies to current technological advancements.

Marketing management, with its diverse and ever-changing landscape, offers a wealth of intriguing and challenging topics for research. Whether one is drawn to the more traditional aspects or the innovative, technology-driven facets, the opportunities for exploration and analysis are boundless.

Understanding marketing management is crucial for anyone venturing into the business world. It combines creativity with analytics, strategy with execution, and always keeps an eye on the changing tides of consumer behavior. For students, academics, and professionals alike, delving into this field can provide valuable insights and skills that are applicable across various domains and industries.

Through this article, we have touched upon the key concepts and principles, and explored the extensive range of research paper topics within the realm of marketing management. These concepts and topics not only form the basis of academic study but also act as foundational pillars for businesses aiming to thrive in today’s competitive marketplace.

How to Choose Marketing Management Research Paper Topics

Choosing the right research paper topic can be a daunting task, especially in a field as broad and dynamic as marketing management. A well-chosen topic can be the difference between a research paper that’s engaging and insightful, and one that falls flat. Here’s a comprehensive guide to help you choose the ideal marketing management research paper topic:

Selecting a research paper topic in marketing management is not merely about picking something that seems interesting. It’s about aligning the topic with your interests, the course requirements, the targeted audience, and the current trends in the field. Here’s how to navigate this complex decision-making process:

  • Identify Your Interests : Choose a topic that genuinely excites you. Whether it’s digital marketing or consumer behavior, aligning with your interests will make the research process more engaging.
  • Consider the Relevance : Make sure the topic is relevant to your course and the current landscape of marketing management. Trending topics like social media advertising or AI in marketing might be more appealing.
  • Check the Availability of Resources : Research the availability of credible sources on the topic. Libraries, academic journals, and online databases should have ample material for your chosen subject.
  • Assess the Complexity : Balance complexity with your level of expertise. A topic that’s too simple may lack depth, while something too complex might be overwhelming.
  • Align with Your Career Goals : If you have specific career goals in marketing, select a topic that adds value to your professional development.
  • Evaluate the Scope : Define the scope of your research. A too broad topic will lack focus, while a narrow topic might lack content.
  • Seek Guidance from Professors or Experts : Don’t hesitate to consult with professors or industry experts. They can provide insights that align with academic expectations and industry trends.
  • Consider Ethical Implications : If your topic involves sensitive issues like consumer privacy, ensure that you approach it with the necessary ethical considerations.
  • Analyze Existing Research : Look at existing research to identify gaps or areas for further exploration. Building on previous work can add depth to your paper.
  • Create a Preliminary Thesis Statement : Once you’ve narrowed down your topic, create a preliminary thesis statement. This will guide your research and keep you focused on specific aspects of the subject.

Choosing the right topic for a marketing management research paper is a critical step in the research process. It sets the tone for the entire project and can greatly influence the quality and relevance of the work. By following these tips and giving careful thought to aspects such as interest, relevance, complexity, scope, and ethics, you can select a topic that not only meets academic requirements but also resonates with your passions and professional aspirations.

Remember, the chosen topic is not just a subject of study but a chance to contribute to the field, offering insights or solutions to existing challenges. Engage with the process, explore various avenues, and you’ll find a topic that’s not just suitable but truly inspiring and rewarding to work on.

How to Write a Marketing Management Research Paper

Writing a research paper on marketing management requires a thoughtful approach that balances theory, practice, analysis, and creativity. It’s not just about presenting facts but weaving them into a coherent narrative that adds value to the field of marketing management. Below you’ll find a guide that covers essential steps in crafting a high-quality research paper.

Embarking on a research paper in marketing management is an opportunity to delve into various aspects like market strategies, consumer behavior, digital marketing, or branding. It’s about unearthing insights, exploring theories, analyzing trends, and presenting them in an academically rigorous and engaging manner. Here’s how to structure and compose a standout marketing management research paper:

  • Understand the Assignment : Read the assignment instructions carefully. Understand the requirements, deadlines, formatting guidelines, and grading criteria. Reach out to your professor if anything is unclear.
  • Start with a Strong Thesis Statement : Develop a clear and concise thesis statement that defines the purpose of your research. It should articulate the main argument or question you intend to explore.
  • Create an Outline : Plan the structure of your paper by creating an outline. Break it down into sections like introduction, literature review, methodology, findings, conclusion, and bibliography.
  • Conduct Thorough Research : Use reputable sources like academic journals, books, and industry reports. Validate information through multiple sources to ensure accuracy.
  • Write the Introduction : Open with a compelling introduction that provides background on the topic, states the research question, and outlines the scope of your paper.
  • Develop the Literature Review : Present an overview of existing literature on your topic. Compare and contrast different theories, methodologies, and findings, and highlight the gaps your research will address.
  • Detail the Methodology : Explain the research methods you used. Whether qualitative or quantitative, describe the approach, tools, data collection, and analysis techniques.
  • Present Findings and Analysis : Summarize the research findings and analyze them in the context of your thesis statement. Include charts, graphs, or other visuals to enhance understanding.
  • Conclude Thoughtfully : Sum up the main findings, reflect on the implications, suggest areas for future research, and restate the thesis in the light of the research.
  • Edit and Proofread : Pay meticulous attention to grammar, punctuation, and style. Consider seeking feedback from peers or professionals to ensure clarity and coherence.

Writing a research paper in marketing management is more than an academic exercise; it’s a rich intellectual experience that calls for curiosity, critical thinking, and creativity. The process outlined above is not rigid but provides a framework that you can adapt to your specific topic and interest.

Remember, a great research paper is not just about meeting academic standards but contributing something meaningful to the field of marketing management. Engage with the material, think critically, argue persuasively, and present your ideas with clarity and flair. Your research paper can be a reflection of your passion for marketing and a testament to your scholarly rigor and intellectual insight.

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At iResearchNet, we understand the challenges of writing a research paper in the field of marketing management. The intricacies of market analysis, consumer behavior, digital marketing, branding strategies, and so on require a thorough understanding and specialized skills. Our expert writing team is here to provide top-quality, custom-made research papers that meet your specific needs, ensuring academic success and intellectual growth.

  • Expert Degree-Holding Writers : Our writers hold advanced degrees in Marketing Management and related fields. They are well-versed in current theories, practices, and trends, ensuring your paper is both academically sound and practically relevant.
  • Custom Written Works : Every research paper is crafted from scratch based on your guidelines and requirements. We guarantee originality, aligning the content with your particular subject matter, focus, and style.
  • In-Depth Research : Our writers delve deep into academic and industry resources to gather pertinent information, providing a well-rounded view of your chosen topic, enriched with insights and evidence.
  • Custom Formatting : We adhere to the specific formatting guidelines of your choice, ensuring consistency and compliance with academic standards.
  • Top Quality : Quality is at the core of our services. From language proficiency to content relevance, our quality control team ensures that every paper meets the highest standards of academic excellence.
  • Customized Solutions : Whether it’s a complete research paper, a literature review, or specific chapters, we provide customized solutions tailored to your unique needs, timeframes, and academic level.
  • Flexible Pricing : We offer competitive and flexible pricing options to suit various budgets. Our transparent pricing structure means you pay for what you need without hidden costs.
  • Short Deadlines : Need a paper urgently? Our writers can deliver quality work even within tight deadlines, ensuring that you never miss a submission date.
  • Timely Delivery : We honor our commitments and deliver your paper on or before the agreed deadline, providing ample time for review and revisions if needed.
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Writing a research paper on marketing management is a demanding task, but you don’t have to face it alone. With iResearchNet, you have a team of dedicated professionals ready to assist you every step of the way. From the initial idea to the final draft, our tailored services are designed to empower your academic journey and intellectual pursuits. Trust in our expertise, embrace our support, and let us transform your ideas into a scholarly masterpiece that resonates with the dynamism and complexity of marketing management. Experience the iResearchNet difference today!

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  • Hermenegildo Gil-Gomez   ORCID: orcid.org/0000-0002-7985-2454 1 ,
  • Raul Oltra-Badenes   ORCID: orcid.org/0000-0002-1522-8230 1 &
  • Pedro Soto-Acosta   ORCID: orcid.org/0000-0003-4308-9781 2  

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Entrepreneurship is one of the business forces with the greatest power to transform today's society, due to its ability to discover and take advantage of new opportunities to satisfy customer new and changing needs and expectations. Customer relationship management (CRM) has proved to be both a highly influential business management strategy and a powerful business management technology solution, with a particularly relevant impact in the area of entrepreneurship. CRM has helped drive growth and future expectations and has had excellent results in terms of return on investment wherever it has been implemented. An exhaustive review of previously published findings in a specific subject area can uncover new lines of research. This paper uses semi-systematic review to the study of the reality of the link between CRM and entrepreneurial marketing in business. This approach is used to comprehensively describe the state of the art of the impact that CRM can have in the modern business environment, through the empowerment of entrepreneurial marketing. In a structured manner, the present paper reviews the 86 most relevant studies of how CRM affects entrepreneurial marketing policy development through its alignment with relationship marketing and customer-centric business models. The growing use of CRM in companies is one of the pillars of technological and social change in entrepreneurship, being a clear example of how big data can benefit society. The study focuses on the period from 2015 to 2019.

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Introduction

In a globalized commercial world such as the current one, markets are dynamic and changing, and the customer lies at the beginning and end of the value chain. One of the greatest values that entrepreneurship provides in an environment like this is the ability of entrepreneurs to take advantage of opportunities and discover new ways to meet customer expectations, and thereby transform the world in general and the market in general particular, all due to the unstoppable process of digital transformation. One of the consequences of globalization is the greater ability of customers to access both information and the acquisition of products and services offered even beyond the borders of countries (Guerola-Navarro et al., 2019 ). This means that the needs, desires, and expectations of customers are changing and increasingly demanding, with which the market has become so dynamic that only companies that manage to adapt to said dynamism survive. And for this it is necessary to invest in innovation and development, and to have an entrepreneurial spirit that is open to discovering and taking advantage of new opportunities and ways of satisfying those needs, desires and expectations. Entrepreneurship thus becomes one of the engines of change and transformation of society, which justifies the growing research interest in this area (Hills et al., 2008 ).

The area of entrepreneurship is being the center of study for various researchers from different perspectives due to its important role as an engine of economic and social development, reaching the point of being able to affirm that the entrepreneur is the single most important player in a modern economy (Sánchez, 2011 ). It was not too long ago that the field of entrepreneurship was considered little more than an applied trade as opposed to an academic area of study and there was no research to be accomplished because it was thought that those who could not attend college would simply “practice” the concept of new business start-up (Hills et al., 2008 ). The role of entrepreneurship in society has changed drastically in the last quarter century, to the point that, in recent years, entrepreneurship has been viewed as the engine of economic and social development due to the power it has developed to provide a better quality of life to society. society through its impetus and its transformative potential. Entrepreneurs are those who work on transformative environments, discover or identify opportunities, or create and exploit them to add value to society. Entrepreneurship is nowadays regarded as the study of the processes of identifying, evaluating, developing and exploiting opportunities, as well as of the resources and conditioners that influence these processes, as part of one of the most powerful tools that business has for bringing better customer experiences. (Frederick et al., 2018 ).

Nowadays, the customer is also considered the engine of business success (Díez de Castro et al., 2002 ). In such a world, companies must have the right tools to collect the necessary management information so that they can meet the needs and expectations of customers and thereby mold their productive, logistic, and commercial efforts to match these needs and expectations (Gil-Gomez et al., 2021 ; Ochoa Laburu, 1996 ; Vicedo et al., 2020 ). This makes the development of entrepreneurial businesses especially difficult, which is why it is shown that all those tools and technological solutions that can have a high impact on customer management and entrepreneurial marketing are key, an area in which Customer Relationship Marketing (CRM) has proven to have a special impact.

In the current business environment, and especially evident in its entrepreneurial part, where the client appears as the key and determining figure for any decision making (de Guzmán Miranda, 2014 ), it is essential to evaluate the impact that any strategy and tool may have on the management of the client's knowledge available to the company (Alfaro Faus, 2004 ), in order to be able to adapt its commercial and marketing actions towards the most efficient and appropriate target. Marketing (understood as the management of commercial relationships with customers within the market), and more specifically entrepreneurial marketing (as a powerful association of marketing tools and the innovative and transforming power of entrepreneurship) is therefore one of the great forces that promote the economic development of society. Along these lines, CRM has emerged in recent decades as the most widely disseminated strategy and management tool in terms of a tool designed and focused on managing the powerful marketing strategies through the management of the relationships with customers, and consistently and efficiently managing information and actions aimed at the clients (Al-Omoush et al., 2021 ), which is especially important in the field of entrepreneurship. This study tries precisely to analyze the previous and relevant studies that unify these important aspects of business management: the management of customer relationships, and marketing as a strategy for reaching customers, specifically in the field of entrepreneurship. The ultimate objective is to identify the dimensions that other previous studies have highlighted as more relevant and with the greatest impact in these fields of business management, to draw conclusions from the results obtained, and to propose future lines of research consistent with the results obtained.

For most entrepreneurial marketers, marketing is a social, personal activity and not only an organizational function. Marketing to achieve growth is what many entrepreneurs are passionate about. Marketing from the perspective of an entrepreneur is not just one of the functions of the business that must be carried out such as accounting, finance, or HRM; but is often considered by entrepreneurs as the core function of the firm (Hills et al., 2008 ). Regarding marketing area impactful tools, Customer relationship management (CRM) is one of the leading business strategies and business management tools (Al-Omoush et al., 2021 ), and it has been shown to be crucial in developing sales, marketing, and production planning strategies. This key role of CRM is a consequence of the customer-related information that can be obtained from all CRM sources of value, in the sense of providing the overall efforts of companies with the appropriate sense of customer service and customer needs (García Moreno et al., 2001 ). CRM refers to both a customer relationship management philosophy and the technological solutions or methodologies required for its implementation because each tool and each level of implementation of CRM is a true reflection of the CRM philosophy or strategy itself (Chen et al., 2020 ). Value chain management, together with the resulting strategy for producing goods and providing services, thus becomes meaningful and effective when it is based on the knowledge of the vital business reality of customers (Guerola-Navarro et al., 2020c ; Ochoa Laburu & Arana Pérez, 1997 ). This feature is one of the most highly valued characteristics of CRM’s action points.

Menguzzato and Renau ( 1991 ) established the principles that should be followed by business decision makers of successful firms that seek to achieve high levels of business performance and endure over time as model companies and shining examples of business success. In this sense, the presence and relevance of entrepreneurial marketing as part of business success is crucial to the study of any business management methodology (Miquel Peris et al., 1994 ). Therefore, any tool such as CRM, which supports the collection of customer management information and its use in planning strategies, is essential in management (Hills et al., 2008 ).

Hills et al. ( 2008 ) points out that entrepreneurs are characterized by creating and exploiting turbulent markets, something that other economic actors tend not to do. Economic theory suggests that entrepreneurs are seen as creating imbalances by introducing innovations to drive markets or as firms that attempt to move economies away from equilibrium by exploiting previously unidentified opportunities. The use of knowledge management and innovation, empowered by the use of CRM technologocal solutions, to create entrepreneurial rent has important implications for marketing (Gil-Gomez et al., 2020 ). In this way, entrepreneurial marketing proves not to be the direct consequence of specific managerial decisions but more the outcome of entrepreneurial processes and culture (Hills et al., 2008 ). The aim of studying the reality of CRM through scientific research in the areas of business, sociology, and technology is to effectively demonstrate that CRM is one of the most powerful business tools for managing sales, entrepreneurial marketing, and services (Guerola-Navarro et al., 2021b ).

In this paper, and during the following sections, the impact of CRM on entrepreneurial marketing will be studied. First, a Literature Review section is presented in which what has been ascertained from previous studies on the relationship between CRM and marketing in general is referenced, particularizing on the entrepreneurial aspect of business marketing. In the following sections, the methodology followed in the study is explained, as well as the results obtained and the conclusions derived from this scientific study.

  • Literature review

Marketing is one of the areas in which the expectation of impact is greatest through the use of CRM technological solutions and the culture of customer relationship management itself. Specifically, and within the general concept of marketing, entrepreneurial marketing is one of the areas with the greatest projection both at the business level and at the research level. This section initially analyzes the concept and relevance of entrepreneurial marketing, and then the concept and evolution of CRM solutions, to later proceed to establish the marketing approach to the CRM customer-centric management theory, all of it as previous stages for finally stating the state of the art on the impact of CRM on entrepreneurial marketing specifically.

  • Entrepreneurial marketing

Marketing is the discipline concerned with studying the behavior of markets and the needs of consumers. Entrepreneurial marketing, as part of the global discipline of marketing, but with the special characteristics of entrepreneurial agents, analyzes companies’ commercial management in attracting, capturing, and retaining end customers by fulfilling their wishes and resolving their problems all with the aim of transforming society by discovering opportunities and paths not explored by other business agents (Hills et al., 2008 ; Bennett, 1995 ). Regarding entrepreneurship, entrepreneurs’ tactics for using the marketing strategies differ from the traditional business brand, where product development, pricing, promotion, and distribution are the key marketing mix pillars (Martin, 2009 ). Entrepreneurs prefer direct interchanges and building personal relationships, being the entrepreneurs' tactics clearly based on personal observation and contact information, rather than formal research and global marketing initiatives.

Kraus et al. ( 2010 ) establishes that, within the business field of discovering and taking advantage of new business opportunities that can transform society and improve the overall customer experience, entrepreneurial marketing can be understood as the combination of marketing with an entrepreneurial mindset, which leads to a definition of entrepreneurial marketing as the "organizational function of marketing by taking into account innovativeness, risk taking, pro-activeness and the pursuit of opportunities without regard for the resources currently controlled". Smart and Conant ( 1994 ) suggests that entrepreneurial firms have a different set of marketing competencies that typically includes a superior understanding of customer needs, market trends, and market positioning. Hills et al. ( 2008 ) indicate that entrepreneurs engage in marketing in ways that differ the classical marketing theory.

Jones and Rowley ( 2011 ) suggest that marketing in SMEs is intertwined with other activities and behaviors in small business and argue that to understand marketing in SMEs it is essential to understand its context, specifically in relation to customer engagement, the innovation. and business approaches to marketing. Given the relevance of the interaction between entrepreneurship and marketing, the concept of "entrepreneurial business" has gained significance in the research and business sphere. While some authors argue that entrepreneurial business is important to all organizations (large and small), there is a general recognition that the concept is particularly appropriate for the context of small businesses (Jones & Rowley, 2011 ).

Stokes ( 2000 ) establishes how marketing adapts to entrepreneurial contexts and proposes a conceptual model of the marketing processes undertaken by entrepreneurs. This study explores how entrepreneurial marketing differs from traditional marketing theory, concluding that entrepreneurs tend to be innovation-oriented, driven by new ideas and an intuitive feel for the market, rather than rigorous evaluation of business needs.

Customer relationship management (CRM)

The origins of CRM date back to the 1970s, when CRM emerged as a technological solution for companies to automate the management of the internal sales force (Buttle, 2004 ). Recent bibliometric studies assessing the evolution of the hubs of productivity and influence in terms of the eminent authors, countries, and institutions in the field of CRM have shown the exponential growth of interest in CRM since 2010 (Liu et al., 2020 ), being a definite complement for the recent extensive literature reviews performed about CRM impact on entrepreneurial marketing and innovation areas (Guerola-Navarro et al., 2021a ).

CRM is one of the most modern business management tools to establish effective channels and methods of customer-centric information management, in conjunction with Enterprise Resource Planning solutions (Vicedo et al., 2020 ; Oltra-Badenes et al., 2019 ). Its primary goal is to improve organizational performance to enable firms to achieve better business results (Guerola-Navarro et al., 2020a ). This modern approach differs considerably from earlier approaches such as the one described by Chen and Wu ( 2016 ), who proposed a basic definition of CRM as “a combination of people, processes and technology that seeks to understand a company’s customers.” This definition has become obsolete given the recent evolution of CRM tools toward a global vision of comprehensive management of information in relation to customer knowledge to achieve more effective interactions with clients. Modern studies of business management and the use of information technology consider the necessity of the comprehensive management of key information for business decision makers. Payne and Frow ( 2005 ) established a global conceptual framework for this modern approach to the comprehensive management of customer information and expectations, leading to successful decision making and the planning of coordinated and effective entrepreneurial marketing strategies to attract and retain the company’s most profitable customers. For this purpose, CRM is a fundamental tool (Ayyagari, 2021 ).

Recent studies corroborate the importance of CRM as a key tool in the digital transformation of society and the current globalized and dynamic market (Gil-Gomez et al., 2020 ). The role of CRM is stressed not only because of its potential to improve current management (or exploitation), but also because of its potential in developing innovation (or exploration) capacity. This potential makes CRM one of the most powerful management technology solutions in the field of modern business management (Adiwijaya et al., 2017 ).

Marketing approach to the CRM customer-centric management theory

Having established the importance of CRM as a business management technology solution with a major impact in the field of marketing, and especially on entrepreneurial marketing, it is important to identify the marketing approach that is most closely aligned with the CRM customer-centric management theory. This marketing approach is used in this study to ensure that the results are consistent and relevant for future studies. Of all current theories and trends in marketing, the definition of relationship marketing (or relational marketing) is of greatest interest because of its close match with CRM objectives. Specifically, relationship marketing is defined as the integrated effort to identify and maintain a customer network, with the aim of continually reinforcing it for the benefit of both parties, through individualized contacts and interactions that generate value over time (Harker, 1999 ).

This concept of relational marketing is especially important in the area of entrepreneurship, since maintaining a long-term relationship with loyal customers empirically shows that it favors the creation of a financial cushion and a culture of confidence in the future of the company, which they are the basis for every entrepreneurial agent to continue taking risks and facing new challenges. In short, a loyal customer base allows entrepreneurs to be what they are, agents who pour all their energy and capacity for innovation into transforming society through previously undiscovered or untapped opportunities. Loyal customers are defined as those who always buy a specific type of item in the same store, who always consume the same brands, and who always carry out their business operations through the same entities (de Guzmán Miranda, 2014 ). In terms of its basic principles, relationship marketing (Alfaro Faus, 2004 ):

is based on segmented or customized marketing,

tries to generate long-term benefits,

represents a commitment to the development of a mutually beneficial relationship continued over time,

is based on continuous improvement and the creation and contribution of value to the client,

orients and coordinates the entire company toward the client,

requires complex and continuous internal marketing,

directs the training, motivation, and evaluation of employees toward increasing customer satisfaction,

seeks customer satisfaction with each relationship through an emphasis on customer service.

In the entrepreneurial business environment, there is therefore a link between CRM technology solutions, relationship marketing based on customer centered focus and business success. To achieve the expected benefits of relationship marketing, CRM is a key tool for business management. In a globalized, dynamic, and changing market, like today’s, the principles of relationship marketing are critical to the success of any entrepreneurial marketing strategy adopted by any company hoping to succeed. CRM is one of the technologies that has aroused the most interest in the last decade. This interest is reflected by numerous bibliometric studies. Its market share has increased dramatically in recent years, especially with the development of cloud computing platforms. CRM is a technology that has only relatively recently attracted interest. Also, its scope of development is closely linked to relationship marketing. Therefore, it was considered both interesting and novel to conduct further research on this subject, hence the motivation for the present literature review.

State of the art on the impact of CRM on entrepreneurial marketing

Given the relative newness of CRM technology solutions as a focus of scientific research, there are few studies of the state of the art in terms of its impact on the current business reality. Following the theory of the duality and complementary nature of the qualitative and quantitative studies of the realities under investigation (Hernández Sampieri et al., 1996 ), the state of the art should first present quantitative analysis of the publications and citations in this area and should then offer in-depth analysis of the most relevant publications.

The first approach to the study of the state of the art is to examine the quantitative reality of the subject. This approach is reflected in CRM bibliometric studies such as the study by Tsai ( 2011 ) and the more recent study by Guerola-Navarro et al. ( 2020b ), who reviewed the most important and well-recognized databases in scientific research to graphically analyze the evolution of the number of publications and citations and determine the hubs of greatest productivity and influence. The origin (author, country, entity, etc.) of the research articles stored in these databases was considered in terms of productivity. The origin of articles whose publications had most citations were considered to be of greatest influence.

Regarding the second, this approach to the state of the art of CRM, scholars have conducted systematic reviews of the literature on CRM, identifying lines of investigation that have been proposed for future research. Ngai ( 2005 ) reviewed the academic literature on CRM from 1992 to 2002, providing a comprehensive bibliography and proposing a method of classifying the literature. Subsequently Ngai et al. ( 2009 ) built an academic database of literature for the period 2000 to 2006 and proposed a classification scheme to classify these articles. More recently, Soltani and Navimipour ( 2016 ) systematically reviewed the state-of-the-art literature on CRM mechanisms and offered recommendations for future research.

Considering previous research and the intention to establish a complete state of the art for CRM technology, there is a lack of studies that specifically address the entrepreneurial marketing side of CRM. The decisive influence of a good entrepreneurial marketing strategy on successful business activity has been verified. Similarly, CRM has also been cited as one of the most relevant technological solutions in obtaining the key management information for the development of such a marketing strategy. Therefore, a study that reflects the state of the art of CRM in the specific field of entrepreneurship marketing can prove valuable for subsequent research. This future research on the role of CRM in improving marketing strategies is expected to be vital to enhance company performance.

Therefore, through an extensive literature review, this paper complements the existing bibliometric studies of CRM by adopting a semi-systematic review to studying the business reality of CRM, focusing specifically on the entrepreneurial marketing side. This approach, together with the quantitative approach of bibliometric analysis of the productivity and influence of the scientific research community, establishes a complete state of the art that can be used to support future research on the impact of CRM as a tool and its marketing applications in the modern business environment.

This paper thus offers a comprehensive review of the literature on the potential of applying CRM technology solutions through their impact on companies’ management of entrepreneurial marketing strategies. All research articles published since the birth of CRM to the present day (end of 2019) are reviewed. This paper has the following structure. First, the research methodology is described. Then, the method to classify articles on CRM in entrepreneurial marketing is presented. Next, these articles on entrepreneurial marketing in CRM are reviewed and analyzed. Finally, conclusions are drawn in relation to future research on CRM and its impact on marketing management.

Research methodology

There are several types of literature review research. However, certain elements are common to all of these, namely analysis of the most important papers on a given topic of study, categorization of these studies under the proposed taxonomy or conceptual framework, and the establishment of the basis for the future research agenda. Snyder ( 2019 ) notes that a “literature review can broadly be described as a more or less systematic way of collecting and synthesizing previous research,” raising questions about the quality and trustworthiness of classical literature review studies and establishing guidelines for new methods. Systematic review papers may be of several types: structured reviews focusing on widely used methods, theories, and constructs (Canabal & White, 2008 ; Paul & Singh, 2017 ; Kahiya, 2018 ); framework-based studies (Paul & Benito, 2018 ); hybrid-narrative studies with a framework for setting the future research agenda (Kumar et al., 2019a ); theory-based reviews (Gilal et al., 2018 ); meta-analyses (Knoll & Matthes, 2017 ); bibliometric reviews (Randhawa et al., 2016 ); and reviews aiming at model or framework development (Paul, 2019 ; Paul & Mas, 2019 ). Torraco ( 2005 ) and Callahan ( 2010 ) argued that an integrative literature review should offer a research agenda, a classification of concepts, conceptual frameworks as the way of thinking resulting from the study, and the basis for developing future research. In line with the indications of Snyder ( 2019 ), the present study follows a semi-systematic review, with the following four phases: 1) design, 2) conduct, 3) analyze, and 4) structure and write the review. The elements followed in each phase of this study are detailed below.

Phase 1. Design the review

The purpose of this study is to categorize the most important papers on CRM and entrepreneurial marketing. The goal is to provide a map of studies and conclusions that can help establish a focused research agenda. The purpose of the study is to support the empirical testing of models of the impact of CRM and entrepreneurial marketing on firm performance. Previous bibliometric studies show that CRM is a business management technology that has been growing since 2000. This growth has been especially pronounced in the last decade, particularly in the last five years, with the development of cloud computing platforms. Therefore, the present review was deemed necessary. The potential audience for this study is growing as it is shown in the bibliometric studies confirming the growing interest and influence of papers on CRM (Guerola-Navarro et al., 2020b ). The same growing interest is shown in the literature around entrepreneurial marketing, as one of the most powerful forces to transform the society and the market itself. The search strategy is based on bibliometric studies carried out with the same research criteria. This study follows and complements these previous studies by describing the state of the art. Therefore, as explained in this section, the Web of Science Core Collection database for the period 2015 to 2019 was used.

Phase 2. Conduct the review

The present study provides a review of the literature on the interaction between CRM and entrepreneurial marketing. Therefore, the selection procedure was designed to identify articles based on all the keywords related to these two concepts that provide meaningful results. Certain adjustments were foreseen to eliminate articles that were not impactful or whose content was not intrinsically relevant to the study. The selected articles were carefully read to ensure the quality, representativeness, and applicability of the study in the scope described in the future research agenda.

Phase 3. Analyze

In order to obtain the needing information for carrying out this study, three sources have been explored: complementary bibliometric studies, previous literature reviews, and methodological studies of literature review processes.

Phase 4. Structure and write the review

The paper begins with the description of the scope and objective of the study, followed by the description of the methodological basis followed on it. The information regarding the impact of CRM and entrepreneurial marketing has been reviewed, considering Its importance, representativeness, and relevance for future research. The conclusions are presented with the aim to bring the most interesting points to other researchers and to open new researching lines in the future.

Following these propositions (Snyder, 2019 ), the starting point has been to determine which database to use to identify scientific research articles published in prestigious journals. The database chosen in this study was the Web of Science (WoS) Core Collection, which is owned by Thomson Reuters. The journal’s own page contained the citations from any journal (Mulet-Forteza et al., 2019 ), but we only wanted to take into account the citations from the most relevance journals in the research fields, and this was why we have used only this database. WoS core collection covers most of the known scientific disciplines, hosting more than 50,000,000 papers across more than 15,000 journals (Merigó & Yang, 2017 ). In the field of scientific research, it is generally assumed that WoS contains only high-quality journals characterized by timely publication and review of papers, scientific criteria for the peer review process, and broad dissemination through the Internet and the most widely used channels for the publication of scientific research (Martínez-López et al., 2020 ). Therefore, WoS was considered the most appropriate database for this study, both due to the specific interest of our study, as well as the prestige, completeness and relevance of this database in the scientific field.

In the WoS refine categories, there is no specific section for CRM and entrepreneurial marketing. Therefore, the search had to be refined by filtering the results depending on the primary focus of the journals and the papers included in these journals. The Web of Science Core Collection database was the core database used for this study, as it has been explained previously. The initial period used in the literature search for this study was 1900 to 2019, with the intention of covering all completed and closed years in terms of publications (at the time of the study, the year 2019 was not yet closed and it continued to receive publications). It was based on the search strings “customer relationship management”, (“Customer relationship management*”), “CRM” (“CRM*”), “entrepreneurial marketing” (“entrepreneurial marketing*”), “entrepreneurship” (“entrepreneurship*”) and “marketing” (“marketing*”). With these refine filters, it has been observed that the database obtained contained a sample of the entire spectrum and range of topics that were intended to be analyzed in this study, so it was not considered necessary to expand, reduce, or change these parameters for others (in fact, it has been found that introducing other parameters deviated the database from the sample that was intended to be used in the research). The search returned 1,034 results from the Web of Science Core Collection in these areas for this timeframe.

To consider the most relevant research papers for a comprehensive literature review, an important field in WoS is Document Type (Vallaster et al., 2019 ). The document types of interest in this study were article, review, and letter (Merigó et al., 2015 ; Vallaster et al., 2019 ). The original data set of 1034 was reduced to only articles, reviews, and letters, being the number of results of the search reduced to 646 articles.

The focus of this study is the relationship between CRM management technology solutions and the management of marketing strategies, all within the scope of business management. Therefore, filters were applied to select articles in the WoS categories of Business, Management, Operations Research Management Science, Computer Science Information Systems, Information Science Library Science, Computer Science Interdisciplinary Applications, and Economics. This process gave a total of 541 results.

Analysis of the timeframe of previous literature reviews shows that the most recent state of the art was created in 2016 by Soltani and Navimipour ( 2016 ). Therefore, to ensure the originality of the articles and choose the correct timeframe in this study, these results were filtered for the years 2015 to 2019. The reasons for selecting this timeframe are given below.

The period 2015 to 2019 covers the last five years for which data are available. Therefore, this period best reflects the most up-to-date approaches and trends in this area.

The bibliometric study by Guerola-Navarro et al. ( 2020b ) to examine the evolution and trends in scientific research on CRM shows that the recent rise in the number of publications on CRM (and, by extension, the interest in this topic) began in 2015.

After applying this filter in WoS, the search returned 197 articles, covering the type, content, and magnitude of research database that was looked for the research.

The full text of these articles was reviewed to eliminate those that were unrelated to the application of CRM marketing tools in the planning and development of business marketing strategies. All articles where the primary focus was not the inextricable relationship between CRM and marketing were eliminated, considering not only the existence of a marketing module within the CRM technological solution itself but also (and even more importantly) the impact of CRM strategy on the development of effective marketing strategies and policies.

Thus, the number of relevant articles was 86 following the elimination of those that were not considered relevant to this study or that were not considered important articles in relation to the application of marketing techniques to CRM. These 86 articles were classified according to the dimensions of CRM and its elements and according to the dimensions of marketing and its elements.

Other items were discarded for the following reasons (research studies that appeared as search results in the WoS Core Collection with the strings used in this study, but that for different reasons have been analyzed but are not part of the sample from which the results and conclusions were obtained of this study):

Some articles were found in WoS using the filters for this study. However, their content was not entirely relevant to the concepts represented by these filters. Examples of these articles are those by Hu et al. ( 2019 ), Naudé and Sutton-Brady ( 2019 ), Skarmeas et al. ( 2019 ), Mosavi and Afsar ( 2018 ), and Di Benedetto ( 2017 ).

Some articles were relevant to CRM but not to entrepreneurial marketing. Examples are those by Cricelli et al. ( 2020 ), Cruz and Vasconcelos ( 2015 ), Garrido-Moreno et al. ( 2015 ), and Mohammadhossein et al. ( 2015 ).

Some articles were relevant to entrepreneurial marketing but not to CRM. Examples are those by Coda and de Castro ( 2019 ), Levin et al. ( 2019 ), Mehrabi et al. ( 2019 ), and Alnawas and Hemsley-Brown ( 2019 ).

Some articles were mostly technical and focused more on the technological side of the CRM tool than on its impact on business management. Examples of these articles are those by Cu et al. ( 2019 ), Yang and Shieh ( 2019 ), Ullah et al. ( 2019 ), and Ivan and Popa ( 2015 ).

Some articles focused exclusively on applicability to a specific environment or situation and were not general enough to be extrapolated and to be considered representative of a general case. Examples are the articles by Sota et al. ( 2020 ), Junaid et al. ( 2019 ), Rahimi and Gunlu ( 2016 ), and Siems et al. ( 2015 ).

With the results of the literature review and with the bibliometric research, it is hoped that the most relevant areas of research interest and focus can be detected. The future research agenda (Paul & Rosado-Serrano, 2019 ) will be defined by these research trends. It will help reveal the most relevant and influential studies of the expected benefits of the implementation and use of CRM in the field of entrepreneurship. This study aims to achieve a model to measure the impact of the use of CRM and entrepreneurial marketing on firm performance.. For this purpose, it is crucial to have a study of the state of the art as a starting point. This study of the state of the art consists of a solid bibliometric study and a thorough literature review.

Following this description of the selection of these articles, the methodology that was used to classify them is now developed. The first step to classifying the articles that explore the links between CRM and entrepreneurial marketing (i.e., the articles whose content is relevant to the present study) and to building a comprehensive state of the art was to identify the dimensions and elements that characterize CRM and those that characterize entrepreneurial marketing.

CRM dimensions

When performing an extensive search for previous studies of literature reviews or the creation of a state of the art of CRM, different CRM dimensions and elements can be used to classify the articles. The literature review shows that CRM can be defined in terms of four dimensions with the following elements (Kracklauer et al., 2004 ; Ngai, 2005 ; Parvatiyar & Sheth, 2001 ; Swift, 2001 ):

Customer identification:

Target customer analysis

Customer segmentation

Customer attraction:

Direct marketing

Customer retention:

Loyalty programs

One-to-one marketing

Complaint management

Customer development:

Customer lifetime value

Upselling/cross-selling

Market basket analysis

Ngai ( 2005 ) analyzed the concept of CRM as a tool to identify the most valuable clients, attract them as trusted clients, retain them with loyalty policies, and develop a lasting partnership with them. For this process, four dimensions are used: customer identification, customer attraction, customer retention, and customer development. These dimensions are a true reflection of the potential of CRM technology solutions to reinforce the business value chain based on knowledge of the needs and expectations of clients and to achieve the goal of customer satisfaction. This goal is client focused, and the needs of clients offer the starting point in this business value chain (Li et al., 2006 , 2019 ; Lin et al., 2010 ).

Kracklauer et al. ( 2004 ) defined customer identification as any effort by the company to turn as many individuals as possible into customers as per the business aims of the company for a given time and under given circumstances. This phase has two elements or stages that are central to its success in customer acquisition.

Target customer analysis is where a company studies its capabilities and possibilities for development in the short and medium term, analyzes what its target market may look like based on its circumstances and surroundings, and identifies its target customer to direct its recruitment efforts (Hult & Ketchen, 2001 ).

Customer segmentation is where a company tries to identify and analyze its target customers, and after establishing its global potential market, the company segments or divides its target market according to the characteristics of the homogeneous segments that are of interest for its commercial activity (Huang & Lin, 2005 ).

Customer attraction is defined as any effort by the company to get customers interested in the goods and services it offers. Customer attraction is the next step after segmentation during the previous step of customer identification (He et al., 2004 ). This stage consists of one primary activity.

Direct marketing is the principal tool to overcome challenges and grasp opportunities associated with the need for customer attraction. Companies must address target audiences both directly and indirectly, always keeping in mind that reaching the right customers is the key to business success (Palmer & Koenig-Lewis, 2009 ).

Customer retention is the most difficult objective to achieve in the current globalized, changing, and dynamic market. Econometric studies show that it is considerably more efficient for companies to retain their best existing clients than to secure new clients whose long-term performance is unknown (Reinartz et al., 2004 ). Establishing the fundamental elements for customer retention is therefore crucial for business success.

Loyalty programs involve creating a global structured plan composed of synchronous actions in which all efforts are focused on retaining the best clients (Kracklauer et al., 2004 ), especially through customer service and support programs.

One-to-one marketing is important because in markets as competitive as today’s globalized environment, personalizing marketing efforts to suit the clients (or segment) that these efforts target is the only way to match marketing campaigns to customers and expected results (Miquel Peris et al., 1994 ).

Complaint management is important because in the current market, customer retention is not viable without an adequate customer service and support policy. This policy describes how to accept, process, and respond to all feedback and complaints from customers (Karimi et al., 2001 ).

Finally, customer development refers to all efforts to strengthen and develop commercial activity with long-term clients. This activity occurs through attempts to expand and strengthen profitable lines of business with existing loyal customers (Aggarval & Yu, 2002 ). Three key elements are considered at this stage.

Customer lifetime value analysis refers to the prediction of the total net income a company can expect from a customer (Drew et al., 2001 ).

Upselling and cross-selling are promotion activities that aim at augmenting the number of associated or closely related services that a customer uses within the company (Prinzie & Poel, 2006 ).

Market basket analysis means maximizing customer transaction intensity and value by discovering patterns in the purchase behavior of customers (Aggarval & Yu, 2002 ).

Each of these four dimensions of CRM has several elements, which are used in this study to classify the selected articles in the field of marketing in CRM.

Entrepreneurial marketing dimensions

Following the same research approach as for CRM, previous literature reviews or state-of-the-art analyses of marketing and entrepreneurial marketing, specifically relationship marketing, were reviewed. Interest in this form of marketing is due to its growing importance, its alignment with CRM technology solutions, and its efficiency, which has been shown in recent studies (as mentioned in the introduction).

Harker ( 1999 ) synthesized the definitions of relationship marketing. The following dimensions or conceptual categories and their corresponding elements were identified:

Creation/birth: attracting, establishing, getting

Development/develop: enhancing, strengthening

Maintenance/maintain: sustaining, stability, keeping

Interactive/interaction: exchanging, mutually, co-operating

Long term/temporary: lasting, permanent, retaining

Emotional content: commitment, trust, promises

Output: profitable, rewarding, efficiency

Despite being the most extensive and most specific of any research on this topic, the aforementioned study is also the oldest. Therefore, these categories were taken as a conceptual reference, but a more recent study was sought to identify the dimensions that are most pertinent to the current economic and business environment.

Samiee and Walters ( 2003 ) studied and classified the most important articles on relationship management in an international context. This approach is especially interesting because the current market is characterized by increasing globalization. Therefore, the international business approach is considered up to date and relevant to this study. Samiee and Walters ( 2003 ) concluded that the following constructs can be used to classify articles (in order of appearance in the studied articles):

Relationship quality

Reciprocity

Investment in the relationship

Information exchange

The third literature review considered on relationship marketing is the most recent one. Das ( 2009 ) presented an adaptation of the study by Samiee and Walters ( 2003 ) to a more up-to-date environment. This adaptation is concise and simple, reducing the categories under study to the following five constructs:

Cooperation

The list of constructs compiled by Das ( 2009 ) is the most recent list and is consistent and well aligned with that of Samiee and Walters ( 2003 ). Thus, the dimensions defined by Das ( 2009 ) are used in this study. These dimensions are the most well recognized in the recent scientific research on relationship marketing. They are also accepted as suitable for the study of international business. Therefore, the marketing dimensions used in the classification of the selected articles are trust, commitment, cooperation, closeness, and relationship quality.

Trust depicts the concept of relationship management as emotional and behavioral, focusing on concepts such as bonding, empathy, reciprocity, and trust (Sin et al., 2005 ). This concept is linked to the current trend of customer-centric marketing and thus to CRM as a tool to achieve this goal.

Adamson et al. ( 2003 ) focused on the joint impact of a strategy combining trust and commitment on retail customer management, where the relationship with the customer and the customer service and support strategy is fundamental to business success.

Also central to the success of the business marketing strategy is the cooperation between the different components of the value chain, starting with clients and their needs and expectations, passing through all internal departments of the company including the outsourced external services (logistics, supply, etc.), and ending again with the client and client satisfaction (Vazquez et al., 2005 ).

Closeness refers to the interest and familiarity with which the company deals with clients. The aim is to meet their needs and expectations while giving them the highest degree of satisfaction possible, thereby establishing a long-term partnership that is beneficial for both customer and company (Nielson, 1998 ).

The last dimension is relationship quality, which is the most general of all and involves characteristics of all the previous dimensions. It brings together all the efforts of the company (within its relationship marketing plan and strategy) to establish a relationship of trust, cooperation, customer service, and support that guarantees customer loyalty and a long-term partnership with customers (Bennett & Barkensjo, 2005 ; Storbacka et al., 1994 ; Ulaga & Eggert, 2006 ).

Classification process

Once the dimensions of CRM and entrepreneurial marketing had been established, the articles were classified according to these dimensions and their elements. The first step was to read each article carefully and evaluate whether it was related to CRM. If the article was considered to be related to CRM, then the dimensions of CRM that were relevant to the study were identified. The second step was similar to the first step, except this time for entrepreneurial marketing. In this case, the dimensions of entrepreneurial marketing that were applicable to the study were identified. Once the dimensions of CRM and entrepreneurial marketing had been identified for each selected article, the third step was to organize the results in a table to analyze the results and draw useful conclusions for future entrepreneurial marketing studies in CRM.

Once the selection process of the articles considered in this study had been carried out and the methodology and classification process had been defined, the 86 selected articles were classified according to the following factors:

the four dimensions and nine elements of CRM and the five dimensions of entrepreneurial marketing

the year of publication of each selected article

the journal where each article was published

the number of citations of each article according to WoS.

From these classifications, a clear and concise picture about the state of the art was expected to form. This picture can be used to focus and develop future studies in which the primary topic of study is CRM in entrepreneurial marketing in general or, more specifically, the impact of CRM on company performance through its strategic potential in entrepreneurial marketing.

Next, and as support for the discussion of results and presentation of conclusions of the study, the results are presented concisely and in a table format that allows an easy identification of the key arguments of discussion.

To analyze the results of the study, classification of the 86 selected articles was first necessary. The detailed distribution of these articles classified according to the proposed classification framework is shown in Table 1 .

In this table (Distribution of the selected articles according to the proposed classification framework) it has been identified which are the determining dimensions and elements (of CRM and entrepreneurial marketing) in each of the studies analyzed, in order to establish new classifications a posteriori that make it possible to identify the most relevant research focuses for future research, as well as to identify in which areas CRM and entrepreneurial marketing coincide decisively in terms of powerful business management tools. Following the four specified distribution criteria, this classification was analyzed to determine the most important selection criteria in this field.

Distribution of the selected articles by CRM dimension and entrepreneurial marketing dimension

From the results obtained in Table 1 , it has been analyzed and taken a further step in their interpretation based on the distribution of the selected articles by CRM dimension and entrepreneurial marketing dimension. The aim is to identify which are the dimensions of CRM and entrepreneurial marketing that have aroused and arouse more interest in recent years, so that conclusions and recommendations can be drawn on relevant aspects of both tools that help to improve business management strategies, and with it to improve organizational performance and business results.

The quantitative distribution of the selected articles by CRM dimension and entrepreneurial marketing dimension is shown in Table 2 . This table was created once the CRM dimensions, CRM elements, and entrepreneurial marketing dimensions that are crucial for business decision makers had been highlighted for each selected article shown in Table 1 .

The overall distribution in Table 2 shows that customer retention is the most common CRM dimension where marketing is used to support decision making. Table 2 shows 32 results out of a total of 86 selected articles, representing a percentage of 37.21% of the total. The next most common CRM dimension by number of results is customer development, with 23 results, representing 26.74% of the total. Next are the CRM dimensions of customer identification, with 17 results (19.77%), and customer attraction, with 14 results (16.28%). Summing the results of customer retention and those of customer development gives a total of 55 results, representing 63.95% of the total of 86 selected articles. Therefore, these are the most influential CRM dimensions.

The most commonly used CRM element for assisting business decision makers is loyalty programs (within the CRM retention dimension), with 23 results, representing 26.75% of the 86 selected articles. The CRM elements with the next highest numbers of results are customer lifetime value (within the CRM development dimension) and direct marketing (within the CRM attraction dimension), both with 14 results, each representing 16.28% of the 86 selected articles. Aggregating the results from these three most common CRM elements gives a total of 51 results, representing 59.31% of the total. The rest of the CRM elements in descending order are target customer analysis (10.47%), customer segmentation (9.30%), complaint management (5.83%), upselling/cross-selling (5.83%), one-to-one marketing (4.63%), and market basket analysis (4.63%).

Table 3 shows the importance of the entrepreneurial marketing dimensions according to their prominence in the decisions of business decision makers. The results were obtained by classifying the 86 selected articles. To avoid overlaps, the most relevant dimension is considered. These dimensions are shown in descending order.

Relationship management is the most commonly used entrepreneurial marketing dimension, with 38 results of the 86 selected articles, representing 44.19%. With less than half this number of results are commitment (17.44%) and trust (16.28%). Following these are cooperation (12.79%) and closeness (9.30%).

Distribution of the selected articles by year of publication

Table 4 shows the distribution of the selected articles by year of publication. In this table, the 86 selected articles are sorted according to the year in which they were published.

Clear growth can be observed since 2015, which, as previously stated, is the year in which scientific research interest in this subject began to rise (Guerola-Navarro et al., 2020b ).

The decline in publications in 2019, based on the recent trend and experience, is most likely to have occurred because some articles have been approved for publication but are still in the editing and production process. The calendar year 2019 had just ended at the time of this study, so there is still the possibility of more papers being published with the reference year of 2019.

Distribution of the selected articles by journal

The selected articles were also classified according to the journal where they were published. This analysis shows which journals are most focused on this topic. This distribution is presented in Table 5 .

The first noteworthy conclusion arising from the distribution of articles by journal is that this distribution has a broad spread, with the 86 selected articles published across 62 journals. Therefore, many journals can be used to search for information on this topic. The second striking conclusion is that no journal stands out over the others.

In the period under study, the Journal of Business & Industrial Marketing published the most articles (five), representing a percentage of 5.81% of the total of 86 selected articles. With four published articles each (4.65% of the total), the Journal of Strategic Marketing and the Middle East Journal of Management were the next most prolific journals. Two journals published three articles each (3.49% of the total): International Journal of Contemporary Hospitality Management and Journal of Interactive Marketing , and 10 Journals published two articles each (2.33% of the total). The rest of the journals published only one article each (47 journals with 1.16% of the total).

Distribution of the selected articles by number of citations

Table 6 was used to study the articles with the greatest influence in this field of scientific study. Table 6 shows the distribution of articles by number of citations of each publication in the WoS.

The most cited article has a much higher number of citations than any other article. It can therefore be considered the most influential of the selected articles. This article, by Fidel et al. ( 2015 ), had received 39 citations when this study was conducted, representing 11.27% of the total citations of all selected articles. In second place is the article by Breugelmans et al. ( 2015 ), with 31 citations (8.96% of the total). This article is followed by the article by So et al. ( 2016 ), with 29 citations (8.38% of the total), and then the article by Wang and Kim ( 2017 ), with 27 citations (7.80% of the total citations).

Discussion and conclusions

After reviewing the most recent literature on the impact of the use of customer relationship management strategy and systems in the field of entrepreneurial marketing, the general conclusion is that effectively a good efficient use of these tools appears in these studies as a strong link between business management and company results. The second important conclusion is that this is due to the fact that the use of CRM favors the adaptation of entrepreneurial marketing efforts to the most effective and relevant needs and focuses of action in the environment of the company's customers.

Looking at the results of the study, it has been identified which entrepreneurial marketing and CRM dimensions are the most relevant in previous studies. The main contribution of this study has been to identify these dimensions, as a result of the points of interest raised by previous studies, and therefore covering the gap in the literature as no previous study has been found that followed the parameters used in the present investigation. This contribution provides interesting ideas about what future lines of research can be undertaken by researchers interested in the impact of the use of CRM combined withentrepreneurial marketing in the search for a joint and powerful impact on the effective management of customer relationships within the current changing and dynamic world in which entrepreneurship finds its greatest asset to demonstrate its power to transform the market and society as a whole..

The most important conclusion for future research is that the field of scientific research on the use of CRM as a strategy and technological solution that accelerates and stimulates the entrepreneurial marketing, is developing and growing, as reflect by most of the recent bibliometric studies on the subject. In this study, after a process of careful selection, a detailed and exhaustive analysis of 86 scientific research articles was conducted, providing valuable information for business decision makers in this area. The timeframe for selection of these articles was 2015 to 2019. In 2015, scientific research interest in this year began to rise. Although the timeframe spanned the period up to the year 2019, some articles approved for publication in that year are still awaiting publication.

The second conclusion is that CRM retention and CRM development are the key CRM dimensions for business decision makers looking for tools to create successful entrepreneurial marketing strategies. Regarding the distribution of articles by CRM dimensions, customer retention is the most common CRM dimension where marketing is used to support decision making, with 32 articles focusing on this dimension (37.21% of the selected articles). Within customer retention, loyalty programs represent the CRM element addressed by most of these articles, with 23 articles (71.88% of the articles on customer retention). The second most influential CRM dimension was identified as customer development, with 23 articles (26.74% of the total). Customer lifetime value was the most highly valued CRM element within this dimension, with 14 articles (60.87% of the customer development articles). These two CRM dimensions (CRM retention and CRM development) are addressed by 55 (63.95%) of the 86 selected articles, so they may be considered the most influential CRM dimensions. This conclusion was expected and does not imply any contradiction with what CRM systems and strategies have been designed for, since (as seen in the articles reviewed) modern marketing theories indicate that the best business success policy is the retention of good existing customers. Although it was an expected conclusion, this study has shown that it is indeed true and demonstrable, and that the desired and expected benefits of the use of CRM confirm the initial hypotheses. On the other hand, and as can be seen in the following conclusion, it has been more specifically identified which CRM elements (directly related to these most relevant dimensions identified in this case) are the ones that have the greatest impact on good management of the business. business marketing.

The third conclusion of the study, in relation to the CRM elements with the greatest impact on decision making in entrepreneurial marketing, is that the most decisive CRM elements are loyalty programs, customer lifetime value, and direct marketing. The most commonly used CRM element for assisting business decision makers is loyalty programs, with 23 results (26.75% of the total), followed by customer lifetime value and direct marketing, each with 14 results (16.28% of the total). These three categories account for a total of 51 of the selected articles, representing 59.31% of the total. The third conclusion is fully consistent with the second conclusion because loyalty programs, customer lifetime value, and direct marketing are essential values in any retention and development program targeting a company’s most profitable customers. Once again, it is confirmed that the empirical results of the study are in line with those expected, which gives the researchers the necessary security to assume that a good use of CRM can lead to an improvement in the degree of organizational performance and with it the results of the company. Specifically, the use of loyalty programs is presented as the most effective tool for companies in the marketing area, with CRM being the most efficient support available to companies to design such loyalty programs.

Fourth, regarding the key entrepreneurial marketing dimensions for business decision makers, relationship management was identified as the most commonly used marketing dimension, referenced in 38 of the selected articles (44.19% of the total). Commitment, with 15 articles (17.44%), and trust, with 14 articles (16.28%), are less common. Again, these results are consistent with the previous conclusions because relationship marketing, commitment, and trust are the relationship marketing dimensions upon which the concept and working strategy of CRM are based. The findings obtained from the study, referring to the predominant dimensions in the field of marketing, and more specifically in the field of entrepreneurship, confirm that a good management of the information on customers (their needs, tastes, characteristics, priorities, etc.) is essential to business success, and this is achieved most efficiently through the use of CRM systems and strategies. Collecting and managing in a centralized and consistent way the history of interactions with clients, helps to design new and impactful marketing actions aimed at capturing, maintaining, and expanding the partnership with clients.

All these conclusions are aligned with the initial expectations for this scientific research. The review of the highlighted key entrepreneurial marketing dimensions for business decision makers, CRM dimensions and CRM elements shows that the greatest commitment of the joint between CRM and entrepreneurial marketing is to retain and develop relations with the most profitable existing customers. This strategic focus was observed to be much more prominent than the identification, acquisition, and attraction of new customers. Promoting and establishing a culture of customer loyalty and customer lifetime value is crucial to business success. Within this area, customer relationship management is the key marketing factor, along with the development of an environment of trust and cooperation with customers.

In addition to the first objective of identifying and ranking the primary focus in the area of CRM in entrepreneurial marketing, the second objective of this study was to offer suggestions for future research. The findings of this study regarding the quantitative evolution of the selected studies over time lead to recommendations for future studies to further research in this area. Based on the content and key indicators obtained in this study, the areas of customer retention and customer development are those of greatest interest and opportunity for future research. The elements that are most valued in this study and that may provide the fundamental pillars for future research are relationship management, supported by trust and commitment toward customers.

In line with the initial expectations of this study, the most influential papers, authors, and journals in relation to the study of CRM were detected. CRM is a high impact technological solution in entrepreneurial marketing and can have a strong influence on firm performance. In fact, given its powerful link with marketing in the area of entrepreneurship, and as previous studies on the growing influence of CRM among the most relevant Information Technologies within the field of business management show, the growing use of CRM in companies is one of the pillars of technological and social change in Business spirit, which is precisely one of the most obvious consequences of the use of marketing in the area of entrepreneurship and in its commitment to take advantage of unknown opportunities to offer new and better goods and services to society. The transformation power that CRM is exerting on the client's commercial management capacity is being a clear example of how big data can benefit society through a greater and more efficient adaptation of the offer of companies to the needs of customers, which clearly results in customer satisfaction and the overall good of society.

Based on the state of the art, which is jointly illustrated by the bibliometric studies and literature review, the following future research agenda is proposed. The recommendation is to evaluate the current (exploitation) and future (exploration) benefits that make CRM a key tool for achieving a sustainable impact on business performance, and this in coordination with the impact area of entrepreneurial marketing as an unstoppable force for development and transformation of society through its unlimited source of inspiration to find new ways and paths to take advantage of opportunities to satisfy customer needs. It will thus be possible to identify and evaluate the key factors for success from among the paths that lead from CRM and entrepreneurial marketing to firm performance. Once these key factors have been identified and evaluated, a measurement model should be proposed. This model should show the relevant constructs for the use of CRM and entrepreneurial marketing (directly linked to Innovation capabilities) to improve business management. The validity of the model and of the associated hypotheses can then be empirically tested. More specifically, and following the particular findings of the study, it is proposed to analyze which specific entrepreneurial marketing actions are empirically demonstrated as the most effective, aligned with the identified elements (loyalty programs) and the identified dimensions (customer retention), and supported by the dominant dimensions identified (relationship management).

The combination of this review of the literature on CRM as a business management solution in entrepreneurial marketing, together with the bibliometric study of CRM, provides a crucial foundation for subsequent studies of the impact of CRM on firm performance through the use of powerful entrepreneurial marketing strategies. This research enables identification of the most relevant previous studies. Previous conclusions can be used to formulate the most accurate research models. These models can be empirically tested in different sectors or areas of business activity. The main value of this study therefore lies in its review of previous results and conclusions to establish new research models for testing. In the literature review, a gap has been detected regarding the existence of generic models and global empirical studies on the impact of the use of specific CRM components on specific entrepreneurial marketing elements. Consequently, the empirical design and testing of models in concrete and real environments that provide valuable decision criteria to business decision makers is proposed as a line of research.

Finally, the main limitation of this study (but also its greatest virtue) is that it was performed using the Web of Science Core Collection database. This database is one of the most prestigious and complete databases of scientific research publications. Another limitation is that it reviewed high-impact publications for the period 2015 to 2019. This period corresponds to the last five years prior to conducting this study. It also coincides with years of strong growth in interest in research on this subject. Therefore, the study is restricted to the content contained in this database, leading to the possible exclusion of articles that are not recorded in the database. The study is also restricted to this period, even though publications on this topic have also appeared outside this period. Furthermore, the study suffers from a gap left by articles approved for publication in 2019 (appearing as articles published in 2019) but still pending publication at the time this study was conducted.

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Guerola-Navarro, V., Gil-Gomez, H., Oltra-Badenes, R. et al. Customer relationship management and its impact on entrepreneurial marketing: a literature review. Int Entrep Manag J (2022). https://doi.org/10.1007/s11365-022-00800-x

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New Research Reveals That 90% of Organizations Using AI to Create KPIs Report KPI Improvement

A New Report by MIT Sloan Management Review and Boston Consulting Group Finds That Over 50% of Business Leaders Acknowledge the Need for Improved KPIs, but Only a Third of Organizations Are Leveraging AI to Create Them

BOSTON— Despite tremendous advances in analytics and AI capabilities, key performance indicators (KPIs) increasingly fail to take advantage of them to deliver the information and insights leaders need to succeed. However, according to a new report released today by MIT Sloan Management Review ( MIT SMR ) and Boston Consulting Group (BCG), an increasing number of companies are using AI to make KPIs more forward-looking and connected, dramatically improving legacy performance metrics.

The report, titled The Future of Strategic Measurement: Enhancing KPIs With AI , presents findings from MIT SMR and BCG’s seventh annual global research study on AI and business strategy. It is based on a global survey of more than 3,000 respondents representing more than 25 industries and 100 countries, as well as interviews with 17 executives leading AI initiatives in a broad range of industries. Organizations typically use KPIs as benchmarks to evaluate progress on a wide variety of business objectives, such as sales growth, customer satisfaction, and operational efficiency. This report finds most companies have yet to exploit the capabilities of AI to measurably improve their most important metrics.

“We learned that smart leaderships see AI as essential to making their KPIs smarter, more predictive, and more insightful,” said Michael Schrage, a research fellow at the MIT Sloan School of Management’s Initiative on the Digital Economy and report coauthor. “I was surprised and disappointed by how many organizations haven’t bothered to use technology to revisit and revise their most important metrics.”

“While the majority of AI efforts have centered on how to improve performance using the technology, this report sheds light on how AI can completely transform how companies actually define and measure performance to begin with,” said Shervin Khodabandeh , a senior partner and managing director at BCG and a coauthor of the report. “It goes beyond improving existing KPIs to fundamentally reimagining what those KPIs could be.”

AI-Enhanced KPIs Lead to Better Outcomes

Shifting economic conditions, evolving customer expectations, and digital transformations require organizations to reassess their definition of success and how it is measured. Sixty percent of leaders believe that they need to improve their organization’s KPIs to improve decision-making, but only about one-third (34%) are using AI to make their performance metrics more intelligent, adaptive, and predictive.

Nine out of 10 organizations with AI-enhanced KPIs agree or strongly agree that their KPIs have been improved by the technology. The survey data affirms that companies using AI to create new KPIs see an array of business benefits compared with those companies that don’t use it. Organizations using AI to create new KPIs realize a 4X increase in collaboration between employees and are 3X more effective at predicting future performance, 3X more likely to see greater financial benefit, and 2X more likely to see greater efficiency.

The Three Types of Smart KPIs

The report delineates three ways that AI-enriched KPIs improve on legacy metrics that simply track performance. First, smart descriptive KPIs synthesize historical and current data to deliver insights into what happened or what is happening. Smart predictive KPIs anticipate future performance, producing reliable leading indicators and providing visibility into potential outcomes. They also identify patterns that other techniques or humans cannot, allowing them to draw on a richer reserve of potentially counterintuitive patterns. Lastly, smart prescriptive KPIs use AI to recommend actions that optimize performance.

“On one level, AI-enriched KPIs represent a significant advance in what managers can measure and how performance is measured,” said David Kiron, editorial director for research at MIT SMR and report coauthor. “They also invite organizational change: Business managers and technologists need to work together in new ways to develop and use the metrics that matter most.”

Implementing and Managing Smart KPIs Holistically

  Shifting from legacy KPIs to algorithmically informed KPIs disrupts how organizations understand, define, and pursue performance excellence. The report details the following steps that organizations must take to make their smart KPIs operationally, organizationally, and strategically more valuable:

  • Realign data governance to enable measurably smarter KPIs.
  • Establish KPI governance systems.
  • Use digital twins to enhance key performance metrics.
  • Prioritize cultural readiness and people-centric approaches.
  • Ensure strategic alignment with smart KPIs.

“Smarter KPIs powered by AI have become sources of strategic differentiation and value creation,” said François Candelon , Global Director of the BCG Henderson Institute and a coauthor of the report. “This is not mere hype; this is what AI makes possible. The design, governance, oversight, and evolution of AI-enhanced KPIs is now a top leadership priority.”

Read the publication here .

Media Contacts:

Boston Consulting Group: Eric Gregoire – [email protected]

MIT SMR : Tess Woods – [email protected]

ABOUT MIT SLOAN MANAGEMENT REVIEW

At MIT Sloan Management Review ( MIT SMR ), we explore how leadership and management are transforming in a disruptive world. We help thoughtful leaders capture the exciting opportunities — and face down the challenges — created as technological, societal, and environmental forces reshape how organizations operate, compete, and create value.

ABOUT MIT SLOAN MANAGEMENT REVIEW BIG IDEAS

MIT SMR ’s Big Ideas Initiatives develop innovative, original research on the issues transforming our fast-changing business environment. We conduct global surveys and in-depth interviews with front-line leaders working at a range of companies, from Silicon Valley startups to multinational organizations, to deepen our understanding of changing paradigms and their influence on how people work and lead.

About Boston Consulting Group

Boston Consulting Group partners with leaders in business and society to tackle their most important challenges and capture their greatest opportunities. BCG was the pioneer in business strategy when it was founded in 1963. Today, we work closely with clients to embrace a transformational approach aimed at benefiting all stakeholders—empowering organizations to grow, build sustainable competitive advantage, and drive positive societal impact.   Our diverse, global teams bring deep industry and functional expertise and a range of perspectives that question the status quo and spark change. BCG delivers solutions through leading-edge management consulting, technology and design, and corporate and digital ventures. We work in a uniquely collaborative model across the firm and throughout all levels of the client organization, fueled by the goal of helping our clients thrive and enabling them to make the world a better place.

College of Nursing

Driving change: a case study of a dnp leader in residence program in a gerontological center of excellence.

View as pdf A later version of this article appeared in Nurse Leader , Volume 21, Issue 6 , December 2023 . 

The American Association of Colleges of Nursing (AACN) published the Essentials of Doctoral Education for Advanced Practice Nursing in 2004 identifying the essential curriculum needed for preparing advanced practice nurse leaders to effectively assess organizations, identify systemic issues, and facilitate organizational changes. 1 In 2021, AACN updated the curriculum by issuing The Essentials: Core Competencies for Professional Nursing Education to guide the development of competency-based education for nursing students. 1 In addition to AACN’s competency-based approach to curriculum, in 2015 the American Organization of Nurse Leaders (AONL) released Nurse Leader Core Competencies (updated in 2023) to help provide a competency based model to follow in developing nurse leaders. 2

Despite AACN and AONL competency-based curriculum and model, it is still common for nurse leaders to be promoted to management positions based solely on their work experience or exceptional clinical skills, rather than demonstration of management and leadership competencies. 3 The importance of identifying, training, and assessing executive leaders through formal leadership development programs, within supportive organizational cultures has been discussed by national leaders. As well as the need for nurturing emerging leaders through fostering interprofessional collaboration, mentorship, and continuous development of leadership skills has been identified. 4 As Doctor of Nursing Practice (DNP) nurse leaders assume executive roles within healthcare organizations, they play a vital role within complex systems. Demonstration of leadership competence and participation in formal leadership development programs has become imperative for their success. However, models of competency-based executive leadership development programs can be hard to find, particularly programs outside of health care systems.

The implementation of a DNP Leader in Residence program, such as the one designed for The Barbara and Richard Csomay Center for Gerontological Excellence, addresses many of the challenges facing new DNP leaders and ensures mastery of executive leadership competencies and readiness to practice through exposure to varied experiences and close mentoring. The Csomay Center , based at The University of Iowa, was established in 2000 as one of the five original Hartford Centers of Geriatric Nursing Excellence in the country. Later funding by the Csomay family established an endowment that supports the Center's ongoing work. The current Csomay Center strategic plan and mission aims to develop future healthcare leaders while promoting optimal aging and quality of life for older adults. The Csomay Center Director created the innovative DNP Leader in Residence program to foster the growth of future nurse leaders in non-healthcare systems. The purpose of this paper is to present a case study of the development and implementation of the Leader in Residence program, followed by suggested evaluation strategies, and discussion of future innovation of leadership opportunities in non-traditional health care settings.

Development of the DNP Leader in Residence Program

The Plan-Do-Study-Act (PDSA) cycle has garnered substantial recognition as a valuable tool for fostering development and driving improvement initiatives. 5 The PDSA cycle can function as an independent methodology and as an integral component of broader quality enhancement approaches with notable efficacy in its ability to facilitate the rapid creation, testing, and evaluation of transformative interventions within healthcare. 6 Consequently, the PDSA cycle model was deemed fitting to guide the development and implementation of the DNP Leader in Residence Program at the Csomay Center.

PDSA Cycle: Plan

Existing resources. The DNP Health Systems: Administration/Executive Leadership Program offered by the University of Iowa is comprised of comprehensive nursing administration and leadership curriculum, led by distinguished faculty composed of national leaders in the realms of innovation, health policy, leadership, clinical education, and evidence-based practice. The curriculum is designed to cultivate the next generation of nursing executive leaders, with emphasis on personalized career planning and tailored practicum placements. The DNP Health Systems: Administration/Executive Leadership curriculum includes a range of courses focused on leadership and management with diverse topics such as policy an law, infrastructure and informatics, finance and economics, marketing and communication, quality and safety, evidence-based practice, and social determinants of health. The curriculum is complemented by an extensive practicum component and culminates in a DNP project with additional hours of practicum.

New program. The DNP Leader in Residence program at the Csomay Center is designed to encompass communication and relationship building, systems thinking, change management, transformation and innovation, knowledge of clinical principles in the community, professionalism, and business skills including financial, strategic, and human resource management. The program fully immerses students in the objectives of the DNP Health Systems: Administration/Executive Leadership curriculum and enables them to progressively demonstrate competencies outlined by AONL. The Leader in Residence program also includes career development coaching, reflective practice, and personal and professional accountability. The program is integrated throughout the entire duration of the Leader in Residence’s coursework, fulfilling the required practicum hours for both the DNP coursework and DNP project.

The DNP Leader in Residence program begins with the first semester of practicum being focused on completing an onboarding process to the Center including understanding the center's strategic plan, mission, vision, and history. Onboarding for the Leader in Residence provides access to all relevant Center information and resources and integration into the leadership team, community partnerships, and other University of Iowa College of Nursing Centers associated with the Csomay Center. During this first semester, observation and identification of the Csomay Center Director's various roles including being a leader, manager, innovator, socializer, and mentor is facilitated. In collaboration with the Center Director (a faculty position) and Center Coordinator (a staff position), specific competencies to be measured and mastered along with learning opportunities desired throughout the program are established to ensure a well-planned and thorough immersion experience.

Following the initial semester of practicum, the Leader in Residence has weekly check-ins with the Center Director and Center Coordinator to continue to identify learning opportunities and progression through executive leadership competencies to enrich the experience. The Leader in Residence also undertakes an administrative project for the Center this semester, while concurrently continuing observations of the Center Director's activities in local, regional, and national executive leadership settings. The student has ongoing participation and advancement in executive leadership roles and activities throughout the practicum, creating a well-prepared future nurse executive leader.

After completing practicum hours related to the Health Systems: Administration/Executive Leadership coursework, the Leader in Residence engages in dedicated residency hours to continue to experience domains within nursing leadership competencies like communication, professionalism, and relationship building. During residency hours, time is spent with the completion of a small quality improvement project for the Csomay Center, along with any other administrative projects identified by the Center Director and Center Coordinator. The Leader in Residence is fully integrated into the Csomay Center's Leadership Team during this phase, assisting the Center Coordinator in creating agendas and leading meetings. Additional participation includes active involvement in community engagement activities and presenting at or attending a national conference as a representative of the Csomay Center. The Leader in Residence must mentor a master’s in nursing student during the final year of the DNP Residency.

Implementation of the DNP Leader in Residence Program

PDSA Cycle: Do

Immersive experience. In this case study, the DNP Leader in Residence was fully immersed in a wide range of center activities, providing valuable opportunities to engage in administrative projects and observe executive leadership roles and skills during practicum hours spent at the Csomay Center. Throughout the program, the Leader in Residence observed and learned from multidisciplinary leaders at the national, regional, and university levels who engaged with the Center. By shadowing the Csomay Center Director, the Leader in Residence had the opportunity to observe executive leadership objectives such as fostering innovation, facilitating multidisciplinary collaboration, and nurturing meaningful relationships. The immersive experience within the center’s activities also allowed the Leader in Residence to gain a deep understanding of crucial facets such as philanthropy and community engagement. Active involvement in administrative processes such as strategic planning, budgeting, human resources management, and the development of standard operating procedures provided valuable exposure to strategies that are needed to be an effective nurse leader in the future.

Active participation. The DNP Leader in Residence also played a key role in advancing specific actions outlined in the center's strategic plan during the program including: 1) the creation of a membership structure for the Csomay Center and 2) successfully completing a state Board of Regents application for official recognition as a distinguished center. The Csomay Center sponsored membership for the Leader in Residence in the Midwest Nurse Research Society (MNRS), which opened doors to attend the annual MNRS conference and engage with regional nursing leadership, while fostering socialization, promotion of the Csomay Center and Leader in Residence program, and observation of current nursing research. Furthermore, the Leader in Residence participated in the strategic planning committee and engagement subcommittee for MNRS, collaborating directly with the MNRS president. Additional active participation by the Leader in Residence included attendance in planning sessions and completion of the annual report for GeriatricPain.org , an initiative falling under the umbrella of the Csomay Center. Finally, the Leader in Residence was involved in archiving research and curriculum for distinguished nursing leader and researcher, Dr. Kitty Buckwalter, for the Benjamin Rose Institute on Aging, the University of Pennsylvania Barbara Bates Center for the Study of the History of Nursing, and the University of Iowa library archives.

Suggested Evaluation Strategies of the DNP Leader in Residence Program

PDSA Cycle: Study

Assessment and benchmarking. To effectively assess the outcomes and success of the DNP Leader in Residence Program, a comprehensive evaluation framework should be used throughout the program. Key measures should include the collection and review of executive leadership opportunities experienced, leadership roles observed, and competencies mastered. The Leader in Residence is responsible for maintaining detailed logs of their participation in center activities and initiatives on a semester basis. These logs serve to track the progression of mastery of AONL competencies by benchmarking activities and identifying areas for future growth for the Leader in Residence.

Evaluation. In addition to assessment and benchmarking, evaluations need to be completed by Csomay Center stakeholders (leadership, staff, and community partners involved) and the individual Leader in Residence both during and upon completion of the program. Feedback from stakeholders will identify the contributions made by the Leader in Residence and provide valuable insights into their growth. Self-reflection on experiences by the individual Leader in Residence throughout the program will serve as an important measure of personal successes and identify gaps in the program. Factors such as career advancement during the program, application of curriculum objectives in the workplace, and prospects for future career progression for the Leader in Residence should be considered as additional indicators of the success of the program.

The evaluation should also encompass a thorough review of the opportunities experienced during the residency, with the aim of identifying areas for potential expansion and enrichment of the DNP Leader in Residence program. By carefully examining the logs, reflecting on the acquired executive leadership competencies, and studying stakeholder evaluations, additional experiences and opportunities can be identified to further enhance the program's efficacy. The evaluation process should be utilized to identify specific executive leadership competencies that require further immersion and exploration throughout the program.

Future Innovation of DNP Leader in Residence Programs in Non-traditional Healthcare Settings

PDSA Cycle: Act

As subsequent residents complete the program and their experiences are thoroughly evaluated, it is essential to identify new opportunities for DNP Leader in Residence programs to be implemented in other non-health care system settings. When feasible, expansion into clinical healthcare settings, including long-term care and acute care environments, should be pursued. By leveraging the insights gained from previous Leaders in Residence and their respective experiences, the program can be refined to better align with desired outcomes and competencies. These expansions will broaden the scope and impact of the program and provide a wider array of experiences and challenges for future Leaders in Residency to navigate, enriching their development as dynamic nurse executive leaders within diverse healthcare landscapes.

This case study presented a comprehensive overview of the development and implementation of the DNP Leader in Residence program developed by the Barbara and Richard Csomay Center for Gerontological Excellence. The Leader in Residence program provided a transformative experience by integrating key curriculum objectives, competency-based learning, and mentorship by esteemed nursing leaders and researchers through successful integration into the Center. With ongoing innovation and application of the PDSA cycle, the DNP Leader in Residence program presented in this case study holds immense potential to help better prepare 21 st century nurse leaders capable of driving positive change within complex healthcare systems.

Acknowledgements

         The author would like to express gratitude to the Barbara and Richard Csomay Center for Gerontological Excellence for the fostering environment to provide an immersion experience and the ongoing support for development of the DNP Leader in Residence program. This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.

  • American Association of Colleges of Nursing. The essentials: core competencies for professional nursing education. https://www.aacnnursing.org/Portals/42/AcademicNursing/pdf/Essentials-2021.pdf . Accessed June 26, 2023.
  • American Organization for Nursing Leadership. Nurse leader core competencies. https://www.aonl.org/resources/nurse-leader-competencies . Accessed July 10, 2023.
  • Warshawsky, N, Cramer, E. Describing nurse manager role preparation and competency: findings from a national study. J Nurs Adm . 2019;49(5):249-255. DOI:  10.1097/NNA.0000000000000746
  • Van Diggel, C, Burgess, A, Roberts, C, Mellis, C. Leadership in healthcare education. BMC Med. Educ . 2020;20(465). doi: 10.1186/s12909-020-02288-x
  • Institute for Healthcare Improvement. Plan-do-study-act (PDSA) worksheet. https://www.ihi.org/resources/Pages/Tools/PlanDoStudyActWorksheet.aspx . Accessed July 4, 2023.
  • Taylor, M, McNicolas, C, Nicolay, C, Darzi, A, Bell, D, Reed, J. Systemic review of the application of the plan-do-study-act method to improve quality in healthcare. BMJ Quality & Safety. 2014:23:290-298. doi: 10.1136/bmjqs-2013-002703

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