本研究攝取四大行銷期刊之文獻資料，由主路徑及集群分析來探討行銷界近十年之發展。主路徑研究顯示，行銷發展於過去十年可分為三大階段。本研究將每個階段之行銷文獻再進行分類。本研究結果顯示，近十年早期被重視之行銷議題有銷售，促銷及客戶關係管理。關鍵議題在後期漸漸轉把行銷與財務連結，其中包括行銷對公司價值的影響，行銷對公司投資者利益的幫助以及行銷對公司股價的影響。

根據集群分析的結果報告，近十年行銷文獻共可分為七群，即是七個行銷議題。 其中最顯著的三個議題分別為 心理學行銷，銷售增長，及行銷與企業價值。經過比較，本研究結果顯示主路徑結果內涵蓋了許多來自集群2及3的文獻，證明了此集群的顯著性。

目前鮮少有文獻把行銷於不同角度的觀念和知識全集中並討論，大多行銷文獻皆為個別議題之探討或實證。本研究透過主路徑和集群分析法將行銷各個議題列出，並分為四個角度出發。研究結果顯示之行銷議題可被歸類為消費者行為，企業觀點，行銷部門觀點以及行銷策略之觀點。

This research explores the path of marketing development in recent ten years by extracting articles from top four marketing journals and conducting main path, as well as clustering analysis. According to the main path result, there are three significant stages in marketing development throughout the past 10 years, along with sub-categories in between. The key topics of marketing shifted from the focus on sales, promotions and customer relationship (CRM) into an integrated perspective that combines marketing with finance welfare of a firm. The impact of marketing towards firm’s value, benefits of investors or stock exchange condition of a company were heavily emphasized in the later years.

According to the clustering result, seven significant clusters were discovered, revealing seven different marketing topics. Three of the most significant clusters contain high amount of discussions by scholars regarding Psychological Effect in Marketing, Sales Incremental, Marketing and Firm Value. Results showed that the main path result contains high amount of studies from clusters of topics Sales Incremental and Marketing and Firm Value.

As there are limited study that integrates all knowledge and perspective of marketing into one, this research gives a clear sight of all significant marketing topics discussed by scholars over the past ten years. The topics were generally segmented into four perspective groups, Consumer Behavior, Within Organization, Within Marketing Department and Within Marketing Executions.

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