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Abstract


BIBLIOMETRIC ANALYSIS OF GRADUATE THESES ON THE SUBJECT OF GLOBAL MARKETING

In conjunction with globalization, the borders between countries have been removed, global markets have been formed, and marketing principles have begun to be applied all around the world. Market entry strategies have been determined taking into account the economic, social, political and cultural differences of the countries. The concept of global marketing has gained an important place in marketing literature and many studies have been done on this subject. In this study, a research was done on how the bibliometric profile of theses written on global marketing in Turkey. An investigation on the official website of YÖK Thesis Center was done by using the keyword global marketing, and 10 thesis were accessed. The accessed theses were also analyzed according to various variables. As a result, it was found out that the number of theses written were distributed in equal proportions between state and foundation universities, the majority of them were master's thesis, most of them were written in 2019, in Istanbul, in the Institute of Social Sciences, and the writing language was mostly in Turkish. In addition, it is noteworthy that the theses were mostly supervised by Assoc. Prof. Dr. titled academicians, global marketing was the mostly used keyword, and these theses were mostly covered in a range of 100-150 pages.



Keywords
Globalization, Global Marketing, Bibliometric Analysis.



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