Problems and prospects for the development of marketing strategies in contemporary research

Abstract

The article examines bibliometric analysis as a quantitative method for systematizing and investigating scientific literature. Particular attention is paid to the main bibliometric techniques, including performance analysis and science mapping. Citation analysis, co-citation analysis, bibliographic coupling, co-word analysis, and co-authorship analysis are discussed. Network analysis, clustering, and visualization methods for bibliometric data are also considered. The differences between bibliometric analysis, meta-analysis, and systematic literature reviews are highlighted. The study demonstrates the potential of bibliometric methods for identifying the structure, trends, and relationships within scientific research.