Integration of Ontology in Marketing Management Decisions: A Systematic Literature Review

This study aims to determine the role of ontology in determining marketing management decisions Design/ methodology/ approach - This study uses the SLR method to collect articles related to ontology in marketing management published between 2019 and 2024. This researcher uses Mendeley software. Of the 558 articles that were netted according to the keywords, exclusion was carried out according to the criteria that had been prepared, only 6 articles were considered and extracted. Findings – Ontology in marketing management decisions is used as a framework for managers to define their marketing strategies. Managers use the knowledge they already have with current market demand or trends. It can be said that in deciding on a marketing strategy, it takes things from within the manager, such as the manager's understanding and emotions, and things outside the self, namely market demand. In determining a decision, managers do not consider emotions but rational data. However, managers must still have the understanding and knowledge to be able to think about appropriate marketing strategies and be able to achieve organizational goals. Limitations/implications of the study – This study only focuses on the general ontology of marketing management, so there are not many articles found. Practical implications – With this research it can be used by marketing managers to consider creating a framework with an ontological foundation to decide on a marketing strategy in their organization. Originality/value – This research is related to the foundation of ontology in marketing management which can be explored more deeply, because there are still limitations in research on this subject.