Trends in pharmaceutical marketing and branding research: a bibliometric analysis (2009–2023)

Purpose – This study conducts a comprehensive bibliometric analysis of pharmaceutical marketing and branding research, focusing on the transformative period of the last 15 years (2009–2023), particularly during and after the COVID-19 pandemic. The purpose of this analysis is to highlight key shifts...

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Hlavní autoři:	Thamburaj Anthuvan, Kajal Maheshwari, Raghunath Dantu
Médium:	Artigo
Jazyk:	Inglês
Vydáno:	Emerald Publishing 2025-01-01
Edice:	IIM Ranchi Journal of Management Studies
Témata:	Bibliometric analysis Pharmaceutical marketing strategies Pharmaceutical branding Digital transformation in pharma Pharmaceutical promotion VOSviewer
On-line přístup:	https://www.emerald.com/insight/content/doi/10.1108/IRJMS-03-2024-0030/full/pdf
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