Resumo

VALENCIA, Jackeline et al. Evolution and Research Trends in Marketing Oriented to Cultural and Creative Industries: a Bibliometric Analysis in Scopus. Semest. Econ. [online]. 2019, vol.22, n.53, pp.189-213. ISSN 0120-6346.  https://doi.org/10.22395//seec.v22n53a8.

The objective of this research is to examine the evolution and research trends in marketing oriented to cultural and creative industries. The methodology is based on a bibliometric analysis of 374 academic documents obtained from a search equation formulated in Scopus. For this purpose, quantity, quality and structure indicators were proposed. Among the findings, it is observed that greater focus is needed in emerging economies, since their social, cultural and economic context is particular. It is concluded that the most researched topics are: market strategy, product design, cultural factor influence, industry management (in terms of operational capabilities and operationalization) and internationalization actions aimed at the expansion of these industries.

JEL CLASSIFICATION: C89, D83

CONTENTS: Introduction; 1. Methodology; 2. Results; Conclusions; References.

Palavras-chave : Cultural marketing; creative industries; research trends; bibliometrics.

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