Science Explorer Interactive view Map
Subfield · Business, Management and Accounting

Marketing research

Marketing is a subfield of Business, Management and Accounting. Science Explorer counts 305k research works in it since 1950. 25.4% of them reached the world's top 10% most cited for their field and year.

In short: study and process of promoting, distributing, and selling products or services to customers.

Research works
305k
fractional, since 1950
In the world top 10%
77k
per year above
Top-10% rate
25.4%
share of its works in the world top 10%
Topics
15
Growth, 2013–17 → 2018–22
+59%
the tick is no change

What is Marketing research about, and what is growing?

By the world's output in 2019–23, its most used keywords are Consumer Behavior, Product Quality, Brand Image, Purchase Decision, Environmental Innovation, Green Consumption. Gaining share since 2009–13: Brand Image, Purchase Decision, Product Quality, Collaborative Consumption, Sharing Economy. Losing share: Copyright, Digital Piracy, Corporate Responsibility, Global Networks.

▲ gaining share of this field◆ holding its share▼ losing share

Size is the world's fractional works in 2019–23 in the topics tagged with each word; colour compares the word's share of this field with 2009–13. Each links to the topic it comes from most.

All 37 words, with their numbers
  1. Consumer Behavior68k▲ 1.20×8 topics
  2. Product Quality20k▲ 4.6×2 topics
  3. Brand Image18k▲ 13×1 topic
  4. Purchase Decision18k▲ 13×1 topic
  5. Environmental Innovation18k▲ 1.67×1 topic
  6. Green Consumption18k▲ 1.67×1 topic
  7. Customer Experience17k◆ 0.98×2 topics
  8. Brand Equity17k▼ 0.72×3 topics
  9. Brand Community13k◆ 0.89×1 topic
  10. Brand Trust13k◆ 0.89×1 topic
  11. Impulse Buying12k◆ 1.12×1 topic
  12. Multichannel Retailing12k◆ 1.12×1 topic
  13. Marketing Strategy9,364▼ 0.69×3 topics
  14. Collaborative Consumption7,287▲ 2.4×1 topic
  15. Sharing Economy7,287▲ 2.4×1 topic
  16. Marketing Strategies6,583▼ 0.45×1 topic
  17. Retail Economics6,583▼ 0.45×1 topic
  18. Co-Creation4,861▼ 0.75×1 topic
  19. Value Creation4,861▼ 0.75×1 topic
  20. Market Orientation3,343▼ 0.41×2 topics
  21. Entrepreneurship2,794▼ 0.38×2 topics
  22. Churn Prediction2,662▼ 0.64×1 topic
  23. Customer Equity2,662▼ 0.64×1 topic
  24. IMC2,053▼ 0.47×1 topic
  25. Integrated Marketing Communication2,053▼ 0.47×1 topic
  26. Consumer Perception1,840▼ 0.65×1 topic
  27. Packaging Design1,840▼ 0.65×1 topic
  28. Cosmetics1,794▼ 0.53×1 topic
  29. Fashion1,794▼ 0.53×1 topic
  30. Branding1,762▼ 0.39×1 topic
  31. Marketing1,762▼ 0.39×1 topic
  32. Copyright1,639▼ 0.28×1 topic
  33. Digital Piracy1,639▼ 0.28×1 topic
  34. Corporate Responsibility1,290▼ 0.34×1 topic
  35. Global Networks1,290▼ 0.34×1 topic
  36. Multilevel Marketing1,032▼ 0.35×1 topic
  37. Organizational Innovation1,032▼ 0.35×1 topic

Which countries lead Marketing research?

On research quality in 2022–2025, China, India and the United States rank highest in Marketing. By volume, Indonesia and China publish the most (24k and 10k works in 2022–2025).

By research quality, 2022–2025

  1. 1 China · #2 all time 39.8% top 10% · 10k works
  2. 2 India · #4 all time 23.1% top 10% · 6.6k works
  3. 3 United States · #1 all time 22.5% top 10% · 8.2k works
  4. 4 United Kingdom · #3 all time 34.7% top 10% · 2.7k works
  5. 5 Italy · #7 all time 36.1% top 10% · 2k works
  6. 6 Australia · #5 all time 38.2% top 10% · 1.4k works
  7. 7 Malaysia · #13 all time 26.3% top 10% · 2k works
  8. 8 Indonesia · #18 all time 5.0% top 10% · 24k works
  9. 9 Spain · #8 all time 38.2% top 10% · 1.5k works
  10. 10 South Korea · #11 all time 33.2% top 10% · 1.5k works

The track on each row is that row’s top-10% rate. The ranking itself is the composite score, which the rate is only one part of.

Of 56 countries ranked in Marketing. Composite of field-normalised excellence (50%), output (30%) and citations (20%); the bracket is the all-time rank.

All countries ranked in Marketing

By volume, 2022–2025

  1. 1 Indonesia 24k works
  2. 2 China 10k works
  3. 3 United States 8.2k works
  4. 4 India 6.6k works
  5. 5 United Kingdom 2.7k works
  6. 6 Türkiye 2.3k works
  7. 7 Germany 2.3k works
  8. 8 Italy 2k works
  9. 9 Malaysia 2k works
  10. 10 Brazil 1.6k works

How concentrated that is

The same countries as shares of everything the list above accounts for. A node where two countries do two thirds of the work and one spread evenly across twelve read alike as a ranking and not at all alike here.

Indonesia: 38.5%China: 16.5%United States: 13.4%India: 10.7%6 others listed: 20.9%39%largest
Indonesia24k · 38.5%China10k · 16.5%United States8,218 · 13.4%India6,570 · 10.7%6 others listed13k · 20.9%

Shares of the rows listed above, not of the whole node.

Which institutions lead Marketing research?

Hong Kong Polytechnic University (Hong Kong) ranks first in Marketing on research quality in 2022–2025, followed by Jiangsu University and Symbiosis International University.

By research quality, 2022–2025

  1. 1 Hong Kong Polytechnic University Hong Kong · Hong Kong · #1 all time 50.8% top 10% · 187 works
  2. 2 Jiangsu University China · Zhenjiang · #61 all time 56.4% top 10% · 82 works
  3. 3 Symbiosis International University India · Pune · #99 all time 27.3% top 10% · 206 works
  4. 4 Xi'an Jiaotong University China · Xi'an · #79 all time 48.3% top 10% · 97 works
  5. 5 University of Economics Ho Chi Minh City Vietnam · Ho Chi Minh City 49.4% top 10% · 104 works
  6. 6 Hainan University China · Haikou 56.0% top 10% · 77 works
  7. 7 Universiti Sains Malaysia Malaysia · George Town · #44 all time 31.9% top 10% · 134 works
  8. 8 Xiamen University China · Xiamen 49.2% top 10% · 84 works
  9. 9 Christ University India · Bengaluru 26.2% top 10% · 165 works
  10. 10 Binus University Indonesia · Jakarta 11.9% top 10% · 539 works

The track on each row is that row’s top-10% rate. The ranking itself is the composite score, which the rate is only one part of.

Of 223 institutions above the floor of 40 fractional works in Marketing.

Top 100 Marketing institutions

By volume, 2022–2025

  1. 1 Universitas Patria Artha Indonesia 890 works
  2. 2 Binus University Indonesia 539 works
  3. 3 University of Pembangunan Nasional Veteran Jawa Timur Indonesia 455 works
  4. 4 Telkom University Indonesia 393 works
  5. 5 University of Brawijaya Indonesia 335 works
  6. 6 Universitas Trisakti Indonesia 302 works
  7. 7 Tarumanagara University Indonesia 293 works
  8. 8 Universitas Islam Negeri Sumatera Utara Indonesia 279 works
  9. 9 Bandung Institute of Technology Indonesia 279 works
  10. 10 Universitas Muhammadiyah Sidoarjo Indonesia 269 works

Who are the leading researchers in Marketing?

Among the most productive authors in Marketing, Alex Pentland, Marko Sarstedt and Angus Deaton rank highest on the composite score.

  1. 1 Alex Pentland United States · #100 worldwide 6k citations · 219 works
  2. 2 Marko Sarstedt Germany · #145 worldwide 11k citations · 117 works
  3. 3 Angus Deaton United States · #639 worldwide 3.4k citations · 105 works
  4. 4 Yogesh K. Dwivedi United Kingdom · #810 worldwide 3.2k citations · 172 works
  5. 5 Richard E. Petty United States · #851 worldwide 4.2k citations · 116 works
  6. 6 Russell W. Belk Canada · #1,068 worldwide 1.6k citations · 121 works
  7. 7 Christian M. Ringle Germany · #1,289 worldwide 11k citations · 82 works
  8. 8 Leonard L. Berry United States · #1,431 worldwide 7.5k citations · 80 works
  9. 9 Morris B. Holbrook United States · #1,889 worldwide 2.2k citations · 80 works
  10. 10 Dimitrios Buhalis United Kingdom · #1,916 worldwide 2k citations · 152 works

Re-ranked on the composite score from the 4,407 highest-output authors in Marketing. Identities come from OpenAlex author disambiguation, which occasionally merges or splits people.

Top 100 Marketing researchers

Where is Marketing research done?

The largest centres of Marketing research in 2022–2025 are Jakarta (Indonesia), Bandung (Indonesia), Surabaya (Indonesia) and Beijing (China). Among places with at least 20 works in it, it is an unusually large share of all research in Sumedang Utara, Barcelos and Speyer.

Largest cities, 2022–2025

  1. 1 Jakarta Indonesia 3.9k works
  2. 2 Bandung Indonesia 2k works
  3. 3 Surabaya Indonesia 1.7k works
  4. 4 Beijing China 1.5k works
  5. 5 Makassar Indonesia 1.4k works
  6. 6 Medan Indonesia 1.2k works
  7. 7 Yogyakarta Indonesia 920 works
  8. 8 Semarang Indonesia 913 works
  9. 9 Malang Indonesia 893 works
  10. 10 Shanghai China 877 works

Where it is the local speciality

  1. Sumedang UtaraID · 93.3 works15×
  2. BarcelosPT · 27.5 works13×
  3. SpeyerDE · 20.2 works13×
← less than its size predicts1×more →

Location quotient: how much more of its research is in Marketing than the world average.

See Marketing on the map

Marketing research by country

The best places for Marketing research inside each country, with that country's researchers and world standing.

Where is the best place to study Marketing?

Among universities, judged by research, University of Business and Technology, University of Economics Ho Chi Minh City and City University of Macau score highest, combining excellence, specialisation, size, growth and international reach. Research strength is one signal when choosing where to study; it does not measure teaching.

0%25%50%75%mean 45.52%fractional works in this node (log) →share in the world top 10% →University of Business and Technology: 71, 52.8%University of Economics Ho Chi Minh City: 104, 49.4%City University of Macau: 78, 50.7%National Economics University: 64, 40.6%Jaipuria Institute of Management: 57, 44.1%Sunway University: 48, 60.2%Taylor's University: 52, 50.1%Universitas Patria Artha: 890, 2.9%Dongbei University of Finance and Economics: 52, 49.0%UCSI University: 47, 55.4%University of Busine…City University of M…University of Econom…National Economics U…
above the meannear itbelow it

One dot per university in the table below. The upper left is the interesting corner: small places doing unusually strong work.

#UniversityScoreTop 10%SpecialisationWorksGrowth
1University of Business and Technology Saudi Arabia 76.052.8%8.6×71 +250.2%
2University of Economics Ho Chi Minh City Vietnam 73.949.4%15.5×104 +732.0%
3City University of Macau Macau 67.350.7%5.8×78 +298.8%
4National Economics University Vietnam 64.640.6%13.2×64 +375.4%
5Jaipuria Institute of Management India 64.244.1%22.1×57 +151.6%
6Sunway University Malaysia 64.060.2%5.8×48 +130.0%
7Taylor's University Malaysia 63.950.1%7.0×52 +239.3%
8Universitas Patria Artha Indonesia 61.42.9%13.0×890 +1056.3%
9Dongbei University of Finance and Economics China 58.849.0%10.0×52 +36.8%
10UCSI University Malaysia 58.455.4%5.9×47 +108.3%

Universities only. Score blends excellence (30%), specialisation (25%), size (20%), growth (15%) and international reach (10%), 2015–2022; growth compares 2010–14 with 2015–19.

Is Marketing research growing?

Output in 2018–2022 was 59% higher than in 2013–2017, peaking in 2025. The fastest-growing topics are Consumer Behavior and Marketing Influence, Sharing Economy and Platforms and Environmental Sustainability in Business.

19801990200020102020
grewheldshrank

The same series as a ribbon — one cell per year, darker for more. The line above answers how much; this answers when.

Which topics inside it are moving

Growth and decline on one axis around a shared zero. Two lists side by side hide the thing that matters: whether the growth dwarfs the decline, or the other way round.

  1. Consumer Behavior and Marketing Influence+4766%
  2. Sharing Economy and Platforms+520%
  3. Environmental Sustainability in Business+376%
  4. Service and Product Innovation+232%
  5. Consumer Retail Behavior Studies+192%
  6. Consumer Behavior in Brand Consumption and Identification+189%
← shrinkingno changegrowing →

Growth in output from 2005–09 to 2015–19. Every topic is a page of its own.

What does Marketing include?

Environmental Sustainability in Business: 47k fractional worksConsumer Behavior in Brand Consumption and Identification: 45k fractional worksConsumer Retail Behavior…37kConsumer Retail Behavior Studies: 37k fractional worksConsumer Behavior and Ma…34kConsumer Behavior and Marketing Influence: 34k fractional worksConsumer Market Behavior and Pricing: 33k fractional worksSharing Economy and Platforms: 17k fractional worksService and Product Inno…16kService and Product Innovation: 16k fractional worksAmerican History and Culture: 16k fractional worksCustomer churn and segmentation: 11k fractional worksCopyright and Intellectual Property: 11k fractional worksMarketing and Advertising Strategies: 10k fractional worksConsumer Perception and Purchasing Behavior: 7,922 fractional works

Area is fractional works in that topic. Every name below is a page of its own.