| Popis: |
A szerzők tanulmanyanak fokuszaban a marketing-tudomanyterulet kutatasanak hazai helyzete all. A bibliometria modszertanaval elemeztek az elmult 50 evben megjelent marketingtemaju szakcikkeket a Vezetestudomany folyoiratban. Elvegeztek a Vezetestudomany helyenek attekinteset Magyarorszagon, valamint a marketing megjeleneset a menedzsment-folyoiratokban, osszevetve a nemzetkozi szakirodalomban fellelt parhuzamokkal (pl. Journal of Business Research folyoirat). Elemzesukben attekintettek az 50 eve megjelent osszes folyoiratszamot, es kigyűjtottek a marketingtematikaju szakcikkeket (N=255). A cikkek elemzesi szempontjait a hazai es nemzetkozi bibliometriai forrasok relevans megallapitasai menten alakitottak ki. A tovabbiakban pedig ezeket a cikkeket elemeztek a szerzők szama, egyetemi hovatartozasa, a cikk tipusa, temaja, terjedelme, modszertana, valamint a tanulmany idezettsege alapjan (a cikkek idezettseget főkent az MTMT es a Google Scholar adatbazisainak segitsegevel vegeztek el). Emellett meg figyelembe vettek elemzesukben a cikkben fellelhető osszes hivatkozas szamat is, valamint az ismert hazai, marketing-tudomanyterulethez kapcsolhato folyoiratokra tortenő kereszthivatkozasokat, valamint mas, a Vezetestudomany folyoirat cikkeire tortenő onhivatkozasok szamat is. Az elemzes soran megvizsgaltak az elmult 50 evben fellelt tendenciakat, valtozasokat es jellegzetes mintazatokat a cikkek elemzesi szempontjai menten. Elemzesuk eredmenyei alapjan, remenyeik szerint izgalmas meglatasokat tudtak adni a marketing hazai helyzetere vonatkozoan, emellett egyfajta torteneti attekintest kivantak nyujtani a marketingtudomany haza fejlődesevel kapcsolatosan. ----- The state of the research in marketing discipline in Hungary is in the scope of this study. With the methodology of bibliometric analysis, the authors analysed the articles in the topic of marketing in the last 50 years in Budapest Management Review (Vezetestudomany). The review of the place of Budapest Management Review was made, and the appearance of marketing in management journals, compared with similarities in the international literature (e.g. Journal of Business Research). The aspects of the analysis were elaborated based on the relevant considerations of the Hungarian and international bibliometric sources. In the analysis, all the articles were reviewed in the last 50 years, and the marketing-related studies were selected (N=255). Henceforward, these articles were analysed based on the number of the authors and their university affiliations, the type, topic, length, methodology, and citations of the articles (the citations of the articles were primarily executed with the help of the MTMT and Google Scholar databases). Besides, the number of all the references in the articles were collected, and all the cross-references of known, Hungarian journals in the marketing-related disciplines, and the numbers of self-references to other Budapest Management Review articles, too. During the analysis, the main tendencies, changes and peculiar patterns were examined through the aspects of the analysis. Based on their results, they hope that they could give valuable insights about thepresent state of marketing in Hungary, and the authors tried to give a historical review about the development of marketing discipline in Hungary. |
