Mapping Scientific Output in Marketing in Libraries and Information Centers Using Co-Word Analysis

The aim of this study was to draw a scientific map and analyze the clusters of research in marketing in libraries and information centers using documents indexed in the Web of Science.

The study is applied research in terms of the purpose and scientometrics descriptive in terms of type. 431 documents exist in the marketing in libraries and information centers were extracted and reviewed.

The results showed that some keywords had the highest frequency in term of co-wording in the following order: marketing (34), marketing to library (18), librarianship (14), social media (13), respectively. Also, the analysis of keyword clusters showed that the area of marketing to libraries and information centers consists of 8 clusters and the most important cluster related to second cluster which includes the following keywords: Bangladesh, information resources, information services, marketing, marketing mix, marketing strategy, public libraries, strategic marketing, University, websites, the World Wide Web which among them, the keywords "marketing" and "information services" are the most important keywords in this cluster.

It is inferred that drawing and analyzing a marketing map to libraries reveals approaches and issues that have so far been neglected.