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

En este artículo aparecen los resultados de un análisis bibliométrico centrado en la comunidad académica y profesional interesada por el estudio del merchandising de autoservicio (self-service merchandising) o marketing en el punto de venta. El objetivo es identificar los temas pasados y actuales, predecir las tendencias emergentes y proporcionar una perspectiva longitudinal sobre la investigación que ha tenido lugar entre 1960 y 2019, a partir de unos 700 artículos extraídos de la base bibliográfica Scopus. Por tanto, este enfoque proporciona el análisis más exhaustivo de la historia del merchandising en las últimas seis décadas. Algunos de los hallazgos muestran que la década pasada se caracterizó por el estudio de simuladores como CAD, y de la gestión de la cadena de suministro aplicado al sector textil. Si bien, el merchandising visual no es algo nuevo, se trata una temática emergente en este campo de investigación que irá integrando el papel del merchandising virtual, la atmósfera del establecimiento y la aplicación de técnicas de escaparatismo. En esta década, la publicidad aparece como un tema general o transversales a otras temáticas. Y el futuro pasará por la aplicación de la realidad virtual y la realidad aumentada al caso del e-merchandising. Las conclusiones y futuras líneas de investigación contribuyen a avanzar en el conocimiento y la comprensión de la literatura académica sobre el merchandising o el marketing en el punto de venta.

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