Connecting and Persuading in Times of Change: Marketing Strategies to Drive Organizational Development

Abstract

A documentary review was carried out on the production and publication of research papers related to the study of the variables Marketing, Organizational Development and Times of Change. The purpose of the bibliometric analysis proposed in this document was to know the main characteristics of the volume of publications registered in the Scopus database during the period 2018-2023, achieving the identification of 38 publications. The information provided by this platform was organized through graphs and figures, categorizing the information by Year of Publication, Country of Origin, Area of Knowledge and Type of Publication. Once these characteristics have been described, the position of different authors on the proposed topic is referenced through a qualitative analysis. Among the main findings made through this research, it is found that the United States, with 8 publications, was the country with the highest scientific production registered in the name of authors affiliated with institutions in that nation. The Area of Knowledge that made the greatest contribution to the construction of bibliographic material referring to the study of the variables Marketing, Organizational Development and Times of Change was Administration, Business and Accounting with 18 published documents, and the most used Publication Type during the period indicated above were Journal Articles with 50% of the total scientific production.