Marketing and Advertising Strategies
Marketing and Advertising Strategies is a research topic within Marketing. Science Explorer counts 10k research works in it since 1950. 12.0% of them reached the world's top 10% most cited for their field and year.
This cluster of papers explores the evolution, challenges, and impact of Integrated Marketing Communication (IMC) in the marketing domain. It delves into topics such as brand performance, customer relationship, digital marketing, market orientation, and communication integration. The research emphasizes the importance of IMC in building brand equity and influencing customer behavior.
- Integrated Marketing Communication
- IMC
- Marketing Communications
- Brand Performance
- Customer Relationship
- Digital Marketing
- Market Orientation
- Communication Integration
- Brand Equity
- Customer Behavior
- Research works
- 10k fractional, since 1950
- In the world top 10%
- 1.2k per year above
- Top-10% rate
- 12.0% share of its works in the world top 10%
- Growth, 2013–17 → 2018–22
- -10% the tick is no change
Which countries lead Marketing and Advertising Strategies research?
By volume, Indonesia and Poland publish the most (428 and 151 works in 2022–2025).
By volume, 2022–2025
- 1 Indonesia 428 works
- 2 Poland 151 works
- 3 Germany 122 works
- 4 India 117 works
- 5 United States 116 works
- 6 China 79 works
- 7 Nigeria 62 works
- 8 Russia 61 works
- 9 United Kingdom 52 works
- 10 Ukraine 48 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.
Shares of the rows listed above, not of the whole node.
Which institutions lead Marketing and Advertising Strategies research?
By volume in 2022–2025, Bandung Institute of Technology publishes the most Marketing and Advertising Strategies research, followed by Binus University and University of Pembangunan Nasional Veteran Jawa Timur.
By volume, 2022–2025
- 1 Bandung Institute of TechnologyIndonesia 19 works
- 2 Binus UniversityIndonesia 12 works
- 3 University of Pembangunan Nasional Veteran Jawa TimurIndonesia 11 works
- 4 Padjadjaran UniversityIndonesia 10 works
- 5 Telkom UniversityIndonesia 8 works
- 6 Universitas Islam Negeri Sumatera UtaraIndonesia 8 works
- 7 State University of MalangIndonesia 8 works
- 8 Jagiellonian UniversityPoland 7 works
- 9 Universitas Sahid JakartaIndonesia 7 works
- 10 German University of Administrative SciencesGermany 7 works
Who are the leading researchers in Marketing and Advertising Strategies?
The most-cited researchers publishing on Marketing and Advertising Strategies include Marko Sarstedt, Leonard L. Berry and A. Parasuraman.
- 1 Marko Sarstedt Germany 11k citations
- 2 Leonard L. Berry United States 7.5k citations
- 3 A. Parasuraman United States 7.1k citations
- 4 Kevin Lane Keller United States 3.2k citations
- 5 Gerald Zaltman United States 1.8k citations
Ranked by citations received across their whole record, among researchers with at least three works on this topic.
Where is Marketing and Advertising Strategies research done?
The largest centres of Marketing and Advertising Strategies research in 2022–2025 are Jakarta (Indonesia), Bandung (Indonesia), Surabaya (Indonesia) and Moscow (Russia). Among places with at least 20 works in it, it is an unusually large share of all research in Krakow.
Largest cities, 2022–2025
Where it is the local speciality
- KrakowPL · 20.9 works7.2×
Location quotient: how much more of its research is in Marketing and Advertising Strategies than the world average.
Where is the best place to study Marketing and Advertising Strategies?
Among universities, judged by research, Bandung Institute of Technology, Binus University and Telkom University 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.
One dot per university in the table below. The upper left is the interesting corner: small places doing unusually strong work.
| # | University | Score | Top 10% | Specialisation | Works | Growth |
|---|---|---|---|---|---|---|
| 1 | Bandung Institute of TechnologyIndonesia | 70.0 | 1.3% | 16.4× | 19 | +208.3% |
| 2 | Binus UniversityIndonesia | 69.0 | 5.9% | 12.8× | 12 | -27.1% |
| 3 | Telkom UniversityIndonesia | 48.4 | 4.0% | 9.1× | 8 | — |
| 4 | University of Pembangunan Nasional Veteran Jawa TimurIndonesia | 46.9 | 2.9% | 9.6× | 11 | — |
| 5 | Universitas Islam Negeri Sumatera UtaraIndonesia | 36.0 | 6.2% | 4.6× | 8 | — |
| 6 | Padjadjaran UniversityIndonesia | 32.2 | 1.6% | 7.2× | 10 | — |
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 and Advertising Strategies research growing?
Output in 2018–2022 was 10% lower than in 2013–2017, peaking in 2025. The fastest-growing topics are Marketing and Advertising Strategies.
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.