Producción científica y evolución conceptual del merchandising durante las últimas seis décadas. Un estudio bibliométrico

  1. Muñoz Leiva, Francisco 1
  2. Rodríguez López, Mª. Eugenia 1
  3. Liébana Cabanillas, Francisco
  1. 1 Universidad de Granada
    info

    Universidad de Granada

    Granada, España

    ROR https://ror.org/04njjy449

Journal:
Revista de Estudios Empresariales. Segunda época

ISSN: 1988-9046

Year of publication: 2020

Issue: 1

Pages: 50-74

Type: Article

DOI: 10.17561//REE.V2020N1.5 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Revista de Estudios Empresariales. Segunda época

Abstract

This article shows the results of a bibliometric analysis focused on the academic and professional community interested in the study of self-service merchandising or marketing at the point of sale. The objective is to identify past and current issues, predict emerging trends and provide a longitudinal perspective on the research that took place between 1960 and 2019, from around 700 articles taken from the Scopus bibliographic database. Therefore, this approach provides the most comprehensive analysis of the history of point-of-sale marketing in the past six decades. Some of the findings found in the past decade are characterized by the study of simulators such as CAD, and supply chain management applied to the textile sector. Although visual merchandising is not new, it is an emerging theme in this field of research that will gradually integrate the role of virtual merchandising, the atmosphere of the establishment and the application of window dressing techniques. In this decade, advertising appear as a general or transversal topic to others topics. And the future will go through the application of virtual reality and augmented reality to the case of e-merchandising. Conclusions and future lines of research advanced to advance knowledge and understanding of the academic literature on marketing or point-of-sale marketing.

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