Menuju Pemahaman yang Tepat Tentang Strategi Pemasaran: Tinjauan dan Agenda Penelitian Berbasis Bibliometrik-Mesin Terintegrasi
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Abstract
Penelitian ini menggunakan pendekatan terpadu yang menggabungkan analisis bibliometrik dan tinjauan berbasis mesin untuk memberikan pemahaman yang komprehensif tentang strategi pemasaran. Analisis bibliometrik mengidentifikasi tren utama, penulis berpengaruh, dan karya-karya penting dalam literatur. Temuan penelitian ini digunakan untuk mengajukan agenda penelitian, memandu studi masa depan dalam strategi pemasaran. Hasil penelitian ini menjelaskan tema-tema penelitian utama, seperti dampak strategi pemasaran terhadap kinerja, pemasaran internasional dan ramah lingkungan, serta pengaruh budaya. Selain itu, area yang kurang terwakili yang teridentifikasi memberikan peluang untuk penelitian lebih lanjut untuk memajukan bidang ini.
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