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The role of marketing analytics in shaping market orientation: a bibliometric review of emerging trends

Gómez, Irune; Agirre Aramburu, Izaskun; Markuerkiaga, Leire; Elorza, Maider (Springer, 2026)

This study explores the intersection of marketing analytics and market orientation in the digital age through a comprehensive bibliometric analysis. By analyzing 238 articles published between 2007 and 2023 from the Web ...