MAPPING THE FUTURE INFORMATION SYSTEMS AND MARKETING STRATEGY - A BIBLIOMETRIC ANALYSIS OF EMERGING TRENDS

Abstract

This study presents a comprehensive bibliometric and content analysis of scholarly articles exploring the intersection of information systems and marketing strategy. Leveraging the Web of Science Core Collection database, the research employed a rigorous search strategy using key terms such as “information systems” and “marketing strategy.” After initially identifying over 2,000 sources, a final dataset of 124 peer-reviewed studies from the management and business domains was meticulously selected for analysis. The study identifies seven key trends within information systems and marketing strategy, with particular focus on the evolving impact of remote work. Special attention is dedicated to authentic applications of information systems in shaping marketing strategy dynamics. The study’s novelty lies in its extensive bibliometric examination, offering fresh insights and guiding future research directions. By significantly contributing to the understanding and advancement of this field, this research underscores the complex interplay between information systems and marketing strategy in contemporary organizational contexts.