Research Map on Marketing Law Studies Based on Scopus Database

Abstract

This study aims to see the development of research on the topic of "Marketing Law" and research plans that can be carried out based on journals published on the theme. This research uses a qualitative method with a bibliometric analysis approach. The data used is secondary data with the theme "Marketing Law" which comes from the Scopus database with a total of 192 journal articles. Then, the data is processed and analyzed using the VosViewer application with the aim of knowing the bibliometric map of "Marketing Law" research development in the world. The results of the study found that in bibliometric author mapping, the authors who published the most research with the theme "Marketing Law" were Petty R. D; Yahelson Y; Pressey A. D; Renke S.; Steennot R; and Shimpock-Vieweg K. Furthermore, based on bibliometric keyword mapping, there are 3 clusters with the most used words are legislation, product, ambush marketing, strategy, change, and implementation. Then, the research path topics related to marketing law are Future trends in marketing law, Legal implications of brand advertising and EU law and ambush marketing.