Muhammet Murat NALCI, Nazlı NALCI ARIBAŞ

YEREL YÖNETİM VE PAZARLAMA KONULARININ BİRLİKTE ÇALIŞILDIĞI YAYINLARIN BİBLİYOMETRİK ANALİZİ

Bu araştırmanın amacı yerel yönetim ve pazarlama konularının birlikte yer aldığı akademik/bilimsel çalışmaları bibliyometrik analiz yöntemiyle incelemek, konuların literatürde işlenme biçimini, ortak temaları ve bu temaların birlikte ortaya çıktığı ilişki ağlarını belirleyebilmektir. Web of Science Core Collection (WoS) veri tabanında yıl sınırlaması yapılmadan (1981:2023) başlık, özet ve anahtar kelimelerinde “local government*” ve “marketing” ifadesi birlikte geçen akademik/bilimsel çalışmalar taranmış konuyla ilgili araştırma makaleleri analize dahil edilmiştir. Kategori sınırlamasında sosyal bilimler alanında yapılan çalışmaların yer almasına dikkat edilmiştir. Bu arama kriterleri sonucunda çıkan 180 makale analize dahil edilmiştir. Analiz edilen verilerin görselleştirilmesinde R yazılımında yer alan Biblioshiny paket programından, Canva görsel tasarım uygulamasından ve Web of Science’dan yararlanılmıştır. Elde edilen bulgulara göre yıllar içinde yayın sayısı artmıştır. Pazarlama, yerel yönetim, markalaşma, kent, sosyal pazarlama, yönetişim, turizm en sık kullanılan anahtar kelimeler arasındadır. En çok atıf yapan yazarlar arasında yer alan Daniel L. Fay, Staci M. Zavattaro ve M. Blair Thomas aynı zamanda araştırma kapsamında oluşturulan örneklemde en çok yayına sahip olan yazarlardır. Konular işletme ve yönetim alanında daha fazla yer almıştır.

Anahtar Kelimeler:

Yerel Yönetim, Pazarlama, Kamusal Pazarlama, Bibliyometrik Analiz

BIBLIOMETRIC ANALYSIS OF PUBLICATIONS ON LOCAL GOVERNMENT AND MARKETING

The aim of this research is to examine the academic/scientific studies on local government and marketing with the bibliometric analysis method, to try to understand the way the subject is handled in the literature and the network of relations. In the Web of Science Core Collection (WoS) database, academic/scientific studies with both the phrase “local government*” and “marketing” in their title, abstract and keywords were searched without year limitation (1981:2023), and only research articles were included. Attention was paid to include studies in the field of social sciences in the category limitation. 180 articles resulting from these search criteria were included in the analysis. In the visualization of the analyzed data, the Biblioshiny package program in the R software, Canva visual design application and Web of Science were used. According to the findings, the number of publications has increased over the years. Marketing, local government, branding, city, social marketing, governance, tourism are among the most frequently used keywords. Daniel L. Fay, Staci M. Zavattaro and M. Blair Thomas, who are among the most cited authors, are also the authors with the most publications in the sample formed within the scope of the research. The subject has been studied more in the field of business and management.

Keywords:

Local Government, Marketing, Public Marketing, Bibliometric Analysis.,

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