Marketing

Marketing is an organizational function and academic discipline that encompasses the systematic processes of identifying customer needs, creating and delivering value, and managing exchange relationships to achieve business objectives.

138.6K

Publications

10.4M

Citations

160.4K

Authors

15.1K

Institutions

Publications per year

2017–2026

54.6K

Parents

Business

Children

AdvertisingBrand ManagementBusiness-to-business MarketingChannel ManagementConsumer BehaviorCustomer Relationship ManagementDigital MarketingInternational MarketingMarket SegmentationMarketing Analytics

Publications

138.6K

SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality

A. Parasuraman, Leonard L. Berry, Valarie A. Zeithaml · Zenodo (CERN European Organization for Nuclear Research) · 1988 · 21.2K citations · Full text

Business, Marketing, Marketing Management +12

PLS-SEM: Indeed a Silver Bullet

Joe F. Hair, Christian M. Ringle, Marko Sarstedt · The Journal of Marketing Theory and Practice · 2011 · 20.9K citations

Business, Marketing, Marketing Management +15

The Commitment-Trust Theory of Relationship Marketing

Robert M. Morgan, Shelby D. Hunt · Journal of Marketing · 1994 · 17.4K citations

Business, Marketing, Marketing Management +10

A Conceptual Model of Service Quality and Its Implications for Future Research

A. Parasuraman, Valarie A. Zeithaml, Leonard L. Berry · Journal of Marketing · 1985 · 17.2K citations

Management, Marketing, Quality Management +16

Evolving to a New Dominant Logic for Marketing

Stephen L. Vargo, Robert F. Lusch · Journal of Marketing · 2003 · 14.4K citations

Business, Marketing, Marketing Management +7

1–5 of 138.6K

Authors

160.4K

DG
Dhruv Grewal
Babson College, United States
139 publications · 46.2K citations
79
h-index
HH
Heesup Han
Sejong University, South Korea
181 publications · 19.4K citations
70
h-index
AS
Anna S. Mattila
Pennsylvania State University, United States
185 publications · 16.9K citations
68
h-index
YK
Yogesh K. Dwivedi
Swansea University, United Kingdom
128 publications · 18.8K citations
65
h-index
JE
Jan‐Benedict E.M. Steenkamp
University of North Carolina at Chapel Hill, United States
83 publications · 29.9K citations
60
h-index

1–5 of 160.4K

Institutions

15.1K

1–8 of 15.1K

Venues

Journal of Marketing
JM · 2.8K publications · 897.8K citations
423
h-index
Journal of Marketing Research
2.6K publications · 503K citations
324
h-index
Journal of Consumer Research
JCR · 1.2K publications · 349.6K citations
289
h-index
Journal of Business Research
JBR · 3K publications · 355.6K citations
280
h-index
Journal of the Academy of Marketing Science
1.2K publications · 235K citations
234
h-index

1–5

See also Marketing
Core Methods	Digital Marketing Relationship Marketing Market Segmentation Search Engine Marketing Product Development Social Media Marketing Personalized Marketing Positioning Distribution Studies Promotion Operator Targeting Marketing Mix Modeling
Applications	Digital Marketing International Marketing Business-to-business Marketing Nonprofit Marketing Personalized Marketing
Evaluation	Customer Satisfaction Customer Loyalty Web Analytics Performance Indicators Customer Advocacy Conversion Rates Email Click-through Rates Return On Investment Engagement Measurement Invariance Conversion Accuracy
Variants	Digital Marketing Mobile Marketing Content Marketing Services Marketing Social Media Marketing Business-to-business Marketing Social Entrepreneurship
Limitations	Data Privacy Empathy Data Quality Algorithmic Bias False Advertising Systems Integration Trust In Consumer-to-consumer Markets Transparency In Decision Processes Resistance To Advertising