The Relationship between the Knowledge Economy and Marketing: a Bibliometric Analysis

Knowledge is a commodity of the knowledge economy, produced, disseminated and consumed in this environment. It should be noted that the main enablers, the political system and society, and the main consumers, the economy and society, are highlighted. Moreover, various marketing tools can be applied to promote a knowledge-based economy and ensure lifelong learning. The selection of marketing solutions is contingent upon the degree to which society is prepared to transition to a knowledge-based economy. Thus, a need exists to investigate the relationship between the knowledge economy and marketing. The aim of this research is: by applying the bibliometric analysis method, to analyse the relationship between the knowledge economy and marketing. The analysis conducted revealed that the knowledge economy is a relevant scientific field. Topic trend analysis revealed a shift in studies. From 2016 to date, the emphasis has been on decision-making, manufacturing, sustainability and sustainable development. The focus of studies has shifted from the United States and the European Union to China. This suggests future research directions, such as research into the application of the knowledge economy in different settings and different sectors, and research into the relationship between the knowledge economy and sustainability issues.