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Key themes from the analysis include business model innovation, dynamic capabilities, network theory, intelligent products, AI in service, value co-creation and SDL. The field appears to balance grounding itself in established marketing principles and embracing technological innovations, fostering a rich environment for theoretical advancement and practical application in the rapidly evolving marketing technology domain. This co-citation analysis reveals a dynamic publishing landscape where traditional marketing wisdom is continually reinterpreted and applied in the context of emerging technologies. This sharing of concepts is crucial for advancing marketing technology research and practice. The network\u2019s structure has interconnected major clusters and smaller peripheral groups, illustrating the field\u2019s interdisciplinary nature and ongoing integration of knowledge between traditional marketing research and technology-focused studies.<\/p>\n<\/p>\n