UNVEILING PATTERNS IN CUSTOMER RELATIONSHIP MANAGEMENT & MARKET CAMPAIGN LITERATURE: A BIBLIOMETRIC ANALYSIS
DOI:
https://doi.org/10.29121/shodhkosh.v4.i2.2023.3348Keywords:
Customer Relationship Management, Customer Satisfaction, Market Campaign, Big Data, Data Mining, Cause Related MarketingAbstract [English]
The swift evolution of corporate practices in the digital age has heightened the significance of Customer Relationship Management (CRM) and marketing initiatives in promoting customer-centric tactics. This research utilizes a bibliometric analysis of literature pertaining to CRM and marketing campaigns, drawing on data from the Elsevier Scopus database (2000–2024). The research reveals significant patterns and emerging topics at the junction of various fields by analyzing publication trends, main authors, and thematic clusters. The analysis indicates a consistent increase in academic production, with journal articles and conference papers as the primary contributors. Crucial findings highlight the essential function of new technologies, including machine learning, artificial intelligence, and big data analytics, in improving the efficacy of CRM. Network visualizations illustrate topic clusters centered on cause-related marketing, customer happiness, decision-making, and ethical marketing practices. This study highlights the interdisciplinary and worldwide aspects of CRM-MC research, offering a framework for future scholarly investigation and practical implementation. The results provide significant insights for organizations aiming to optimize resource allocation, improve customer engagement, and attain enduring competitive advantage in a progressively competitive landscape.
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