Experience Marketing and Business to Business Interactions in the Light of Bibliometric Analysis

• Autorzy: Anna Zadykowicz , Marcin Gębarowski , Dariusz Siemieniako
• Języki publikacji: EN

Abstrakty

EN

The purpose of this paper is to identify research areas within which the subject matter of experience marketing in connection with business to business interactions is addressed, based on bibliometric data analysis characterising publications covered in the Scopus database. To gain this purpose, authors planned techniques of bibliometric analysis with the support of the VOSviewer software. The theoretical contribution of the study of literature is to point out five categories (clusters) containing considered issues, such as: (1) internet and its solutions as experience marketing environment used in business to business interactions; (2) new product development and business strategy experience in business to business interactions; (3) experiences and interactions in management processes; (4) experience marketing in business to business interactions in context of relationship marketing and collaboration; (5) business customers experiences in interactions with service suppliers. By systemizing the explorations to date and deriving research directions, this paper guides scientists to further understand the experience marketing topical in the context of business interactions. (original abstract)

Słowa kluczowe

EN

Experience marketing; Business to Business (B2B); Marketing research; Bibliometric analysis

PL

Marketing doświadczeń; Rynek instytucjonalny; Badania marketingowe; Analiza bibliometryczna

• Czasopismo: Przedsiębiorczość i Zarządzanie
• Rocznik: 2019
• Numer: t. 20, z. 6, cz. 2 Zmiany w myśleniu marketingowym
• Strony: 259--275

Twórcy

autor

Anna Zadykowicz

• Bialystok University of Technology, Poland

autor

Marcin Gębarowski

• Cracow University of Economics, Poland

autor

Dariusz Siemieniako

• Bialystok University of Technology, Poland

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