Title: The essence of marketing intelligence research highlights from 1962 to 2021

Authors: Sushant Kumar Vishnoi; Teena Bagga; Naveen Virmani

Addresses: Institute of Management Studies (IMS), Ghaziabad, Uttar Pradesh-201009, India ' Amity University, Noida, Uttar Pradesh-201301, India ' Institute of Management Studies (IMS), Ghaziabad, Uttar Pradesh-201009, India

Abstract: This study aims to map the development of marketing intelligence (MI) articles published, citations, and themes from 1962-2021, a total of 59 years. This research study classifies and reviews research articles published in the area of marketing intelligence. This article aims to systematically explore and analyse prevailing associated researching trends and themes in the domain of marketing intelligence. For this literature review, various research databases like Proquest, EBSCO host, Web of Science, Scopus, and Science Direct, were identified, publishing research in the chosen area of marketing intelligence. The study also provides an analysis of marketing intelligence related publications across different periods. The study identified 127 papers published in various publishing databases, distributed across 56 different journals. These articles were published across 28 countries, representing five continents, from 1962 to 2021.

Keywords: classification; literature review; market intelligence; marketing intelligence; literature review; Scopus database.

DOI: 10.1504/IJEMR.2025.142896

International Journal of Electronic Marketing and Retailing, 2025 Vol.16 No.1, pp.39 - 66

Received: 08 May 2022
Accepted: 03 Aug 2022
Published online: 02 Dec 2024 *

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