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A retrospective evaluation of Marketing Intelligence and Planning: 1983–2019

Naveen Donthu (Georgia State University, Atlanta, Georgia, USA)
Satish Kumar (Malaviya National Institute of Technology Jaipur, Jaipur, India)
Nitesh Pandey (Malaviya National Institute of Technology Jaipur, Jaipur, India)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 6 June 2020

Issue publication date: 30 January 2021




The purpose of this study is to map the development of articles published, citations, and themes of Marketing Intelligence and Planning (MIP) over the 37-year period of 1983–2019.


This study uses the Scopus database to identify the most-cited MIP articles and most-included authors, institutions and countries in MIP. The study uses bibliometric indicators, as well as tools such as bibliographic coupling, performance analysis and science mapping, to analyze the publication and citation structure of MIP. The study provides a temporal analysis of MIP publishing across different time periods.


MIP has an average publication of 43 articles each year, and the number of citations has grown substantially since it started publication. Although contributors to the journal come from around the globe, they most often are affiliated with the United Kingdom, United States, and Australia. Bibliographic coupling of documents reveals that the journal's primary focus has been on issues such as marketing planning, marketing theory, consumer behavior, global marketing, customer relationship management, customer service and branding. Co-authorship analysis reveals that the journal's collaborative network has grown.

Research limitations/implications

This study uses data from the Scopus database, and any limitations of the database have implications for the findings.


First analysis of this kind of papers published in MIP



Donthu, N., Kumar, S. and Pandey, N. (2021), "A retrospective evaluation of Marketing Intelligence and Planning: 1983–2019", Marketing Intelligence & Planning, Vol. 39 No. 1, pp. 48-73.



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