Хоменко, Лілія МиколаївнаХоменко, Лилия НиколаевнаKhomenko, Liliia MykolaivnaСагер, Людмила ЮріївнаСагер, Людмила ЮрьевнаSaher, Liudmyla YuriivnaPolcyn, J.2020-12-012020-12-012020Khomenko, L., Saher, L., & Polcyn, J. (2020). Analysis Of The Marketing Activities In The Blood Service: Bibliometric Analysis. Health Economics and Management Review, 1, 20-36. https://doi.org/10.21272/hem.2020.1-020000-0002-5628-54770000-0001-5690-1105https://essuir.sumdu.edu.ua/handle/123456789/80854This paper summarizes the arguments and counterarguments within the scientific discussion on the marketing activities of blood service for over the last 20 years. The main purpose of the research is to understand the content and characteristics of existing research in the field of marketing in blood service to determine the direction of future research for both scientists and practitioners. Systematization of the literary sources and approaches for solving the problem of marketing in blood service indicates that a large amount of research in the field of marketing activities of blood service for the last 20 years requires a synthesis of existing research.enCC BY 4.0донор кровідонор кровиblood donorслужба кровіслужба кровиblood serviceмаркетингmarketingмаркетингова діяльністьмаркетингова діяльністьmarketing activitiesвербуваннянабор персоналаrecruitmentArticle