ソ　カンフン   SEO Ganghoon   徐　康勲    所属   広島修道大学  商学部    職種   教授
言語種別	英語
発行・発表の年月	2025/02
形態種別	学術論文
標題	Oracle of Delphi? Future study agenda and knowledge structure of marketing mix: A hybrid bibliometric analysis using ChatGPT
執筆形態	単著
掲載誌名	Papers of the Research Society of Commerce and Economics
掲載区分	国内
出版社・発行元	広島修道大学商経学会 [編]
巻・号・頁	65(2),pp.1-20
頁数	21
著者・共著者	Gang-Hoon Seo
概要	Over the years, discussions surrounding marketing mix within the realm of marketing research have yielded significant theoretical, educational, and practical insights. However, despite its paramount importance, there has been a relatively limited systematic effort to elucidate the contributions, achievements, and knowledge framework of marketing mix studies. This study undertook a hybrid bibliometric analysis, uncovering 554 marketing mix studies spanning from 1987 to 2023 through bibliographic information analysis and topic convergence. Keywords: Marketing Mix, Bibliometric Analysis, Text Mining, Generative Artificial Intelligence (GAI), ChatGPT