Analysis of Research Themes in Marketing Channels

Abstract

Marketing Channels is an important area of research, especially in these days of supply chain issues. This study uses bibliometric techniques to identify the top authors and their clusters. These top countries contributed to the marketing channels area and maps the research themes prevalent over the years. We also map keyword networks for each decade to demonstrate the evolution of the research themes. Our analysis also shows the expansion of the area’s global reach over the three decades regarding the contributors’ country networks. Importantly, the study summarizes the impact of marketing channels research and provides directions for future research.