Drawing a Scientific Map of the Field of Marketing and Identifying its Historical Origin with a Spectroscopic Approach

The purpose of this study is to draw a scientific map of the field of marketing and identify its historical origins with spectroscopic approach. The research is applied in terms of purpose and survey-analytical in terms of methodology with a bibliometrics approach. Web of Science database was used to collect data. A review of 113,500 marketing documents was conducted between 1920 and 2020. The collected data were categorized based on bibliometrics indicators and analyzed using VOS-Viewer, CiteSpace and CRExplorer softwares. Findings showed that the growth trend of articles in the field of marketing has been upward. The citations received by marketing articles by year (Over a hundred years), with the help of CRExplorer software, showed 5 historical mutations in 1969, 1976, 1989, 2000 and 2004. The largest mutation was in 2000, with more than 18,000 citations. The results of co-authorship analysis also showed; at the countries level, the United States, the United Kingdom and Australia; at the university and scientific institute level, the universities of Michigan, Wisconsin, Minnesota, and Ohio have had the most scholarly collaboration at the level of authors, Kumar, Ocass, and Sargent. Regarding influential and highly cited and quality magazines in the field of marketing, Journal of marketing, Journal of marketing research and Journal of Consumer Research attract attention. In general, by looking at the various bibliometrics indicators as well as reflecting on the illustrated results of the research data; the most important point was the existence of differences in the quantity and quality of factors involved in the production of scientific articles (including authors, journals, etc.). Therefore, it can be said that by using each of the bibliometrics indicators, the results can be analyzed from a new perspective.