A decade of transformation from efficiency to intelligence: tracing the intellectual evolution of marketing and logistics research (2015–2025)

Purpose This study examines the intellectual evolution of marketing and logistics scholarship by analysing how themes, collaborations, and knowledge structures in the Asia Pacific Journal of Marketing and Logistics (APJML) have developed over the past decade, with particular attention to the journal's shift toward intelligence-driven and human-centred research. Design/methodology/approach Using bibliometric and science-mapping techniques, we analyse 1,304 Web of Science-indexed APJML articles published between 2015 and 2025 with Bibliometrix / Biblioshiny. Guided by a conceptual framework and four propositions (P1-P4), the analysis integrates performance indicators, collaboration networks, and longitudinal thematic mapping, supported by three theory-informed measures capturing regionalisation dynamics, intelligence-oriented thematic inclusion, and collaboration polycentricity. Findings The results reveal a systematic transition from efficiency-oriented research emphasising performance and satisfaction toward intelligence-driven themes centred on digital enablement, analytics, sustainability, and human-centred service ecosystems. Consistent with P1 and P3, knowledge production becomes increasingly Asia-Pacific-anchored yet polycentric, with China, Australia, and Malaysia acting as interdependent hubs rather than a single dominant centre. In line with P2, AI-related and analytics-related themes exhibit growing inclusion and acceptance over time, displacing purely efficiency-focused constructs. Supporting P4, the interaction between regional collaboration and digital enablement accelerates the diffusion of intelligence-driven and human-centred research agendas. Originality/value Rather than offering descriptive mapping alone, this study advances bibliometric research by theorising how regionalisation, thematic drift, and collaboration structure jointly shape the evolution of marketing and logistics knowledge. By articulating a proposition-driven framework and introducing theory-informed indicators, the study positions APJML as a key conduit for regionally grounded yet globally relevant intelligence-driven scholarship.