Mapping the Landscape of Marketing Innovation in the Digital Era: A Bibliometric Synthesis and Strategic Intelligence Framework for Planning

Purpose – This study maps the structural evolution of marketing innovation scholarship from 1998 to 2026 and develops an integrated marketing intelligence and strategic planning framework. Design/methodology/approach – A bibliometric network synthesis of 1,751 Scopus-indexed peer-reviewed documents was carried out with VOSviewer, following the PRISMA 2020 systematic review protocol. Findings – Six thematic clusters were identified: e-commerce and digital marketing; competitive strategies and organizational aspects; effectiveness of innovative marketing; SME-oriented innovation and empirical measurement; the human factor; and eco-oriented marketing for sustainable development. The field has shifted from basic organizational innovations towards AI-driven marketing intelligence, big data analytics, metaverse platforms and ESG-oriented sustainable planning. Practical implications – The proposed Integrated Marketing Intelligence and Innovation Planning Architecture (MIIPA) shows chief marketing officers how to embed predictive data intelligence into marketing decision-making and innovation planning cycles. Originality/value – The study bridges the gap between fragmented marketing innovation literature and operational strategic marketing planning by linking market sensing, organizational capabilities and planning outcomes in one framework and by setting out a structured future research agenda.