---
title: "B2B marketing research: papers, trends and top journals"
description: "From 2017 to 2026 (so far), the keyword “B2B marketing” appeared in 352 papers in the tracked journals, most of them in marketing (301), management (38) and information systems (5)."
url: https://scholar4ai.com/keywords/b2b-marketing
markdown_url: https://scholar4ai.com/keywords/b2b-marketing.md
license: CC BY-NC 4.0 (https://creativecommons.org/licenses/by-nc/4.0/)
share_text: "From 2017 to 2026 (so far), the keyword “B2B marketing” appeared in 352 papers in the tracked journals, most of them in marketing (301), management (38) and information systems (5). (as of 2026-11-03)"
data_url: https://scholar4ai.com/data/rankings.json
updated: 2026-11-03T18:03:37+09:00
window: 2026-10-05 to 2026-11-03
source: OpenAlex (CC0)
---

# Papers on “B2B marketing”

Research on “B2B marketing” in the 480 tracked journals: papers per year and category, the journals, institutions and countries publishing it, the keywords studied with it and its most-cited papers. It is not among the most frequent keywords of the last 30 days, so this page has no list of its latest papers.

Back to the ranking: https://scholar4ai.com/rankings/keywords.md

## Key findings

- From 2017 to 2026 (so far), the keyword “B2B marketing” appeared in 352 papers in the tracked journals, most of them in marketing (301), management (38) and information systems (5).
- 25 of them were published in 2025, against 32 in 2017.
- Since 2023, the institutions with the most of these papers were Copenhagen Business School (12), University of Southern Denmark (7) and University of Turku (7).
- The journals publishing most of them were Industrial Marketing Management (93), Journal of Business Research (16) and Information Systems Frontiers (2).
- The most-cited of them is “Setting the future of digital and social media marketing research: Perspectives and research propositions” (International Journal of Information Management, 2020), with 2,644 citations.

## Papers per year

*Papers per publication year and category*

| Category | 2017 | 2018 | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 (so far) |
|---|---:|---:|---:|---:|---:|---:|---:|---:|---:|---:|
| [Marketing](https://scholar4ai.com/categories/marketing.md) | 28 | 36 | 35 | 34 | 28 | 43 | 32 | 25 | 21 | 19 |
| [Management](https://scholar4ai.com/categories/management.md) | 2 | 2 | 1 | 3 | 1 | 9 | 7 | 5 | 3 | 5 |
| [Information Systems](https://scholar4ai.com/categories/information-systems.md) | 0 | 0 | 0 | 1 | 0 | 1 | 1 | 1 | 1 | 0 |
| [Operations Research](https://scholar4ai.com/categories/operations-research.md) | 0 | 2 | 2 | 1 | 0 | 0 | 0 | 0 | 0 | 0 |
| [AI](https://scholar4ai.com/categories/ai.md) | 2 | 0 | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 0 |
| All categories | 32 | 40 | 38 | 39 | 29 | 53 | 41 | 31 | 25 | 24 |

## Where the papers come from

*Journals with the most papers, since 2023*

| # | Journal | Papers |
|---:|---|---:|
| 1 | [Industrial Marketing Management](https://scholar4ai.com/journals/industrial-marketing-management.md) | 93 |
| 2 | [Journal of Business Research](https://scholar4ai.com/journals/journal-of-business-research.md) | 16 |
| 3 | [Information Systems Frontiers](https://scholar4ai.com/journals/information-systems-frontiers.md) | 2 |
| 4 | [Journal of Marketing Analytics](https://scholar4ai.com/journals/journal-of-marketing-analytics.md) | 2 |
| 5 | [Journal of the Academy of Marketing Science](https://scholar4ai.com/journals/journal-of-the-academy-of-marketing-science.md) | 1 |
| 6 | [Technovation](https://scholar4ai.com/journals/technovation.md) | 1 |
| 7 | [International Journal of Research in Marketing](https://scholar4ai.com/journals/international-journal-of-research-in-marketing.md) | 1 |
| 8 | [International Journal of Information Management](https://scholar4ai.com/journals/international-journal-of-information-management.md) | 1 |
| 9 | [Expert Systems with Applications](https://scholar4ai.com/journals/expert-systems-with-applications.md) | 1 |
| 10 | [International Business Review](https://scholar4ai.com/journals/international-business-review.md) | 1 |

*Institutions with the most papers, since 2023*

| # | Institution | Papers |
|---:|---|---:|
| 1 | [Copenhagen Business School](https://scholar4ai.com/institutions/copenhagen-business-school.md) | 12 |
| 2 | University of Southern Denmark | 7 |
| 3 | [University of Turku](https://scholar4ai.com/institutions/university-of-turku.md) | 7 |
| 4 | [Temple University](https://scholar4ai.com/institutions/temple-university.md) | 6 |
| 5 | [University of Pretoria](https://scholar4ai.com/institutions/university-of-pretoria.md) | 6 |
| 6 | Linköping University | 5 |
| 7 | [NEOMA Business School](https://scholar4ai.com/institutions/neoma-business-school.md) | 5 |
| 8 | [Lappeenranta-Lahti University of Technology](https://scholar4ai.com/institutions/lappeenranta-lahti-university-of-technology.md) | 4 |
| 9 | Pôle Léonard de Vinci | 4 |
| 10 | [University of Birmingham](https://scholar4ai.com/institutions/university-of-birmingham.md) | 4 |

*Countries with the most papers, since 2023*

| # | Country | Papers |
|---:|---|---:|
| 1 | United States | 36 |
| 2 | United Kingdom | 27 |
| 3 | Denmark | 20 |
| 4 | Finland | 19 |
| 5 | France | 19 |
| 6 | Germany | 11 |
| 7 | India | 11 |
| 8 | Australia | 9 |
| 9 | Canada | 9 |
| 10 | Sweden | 9 |

*Keywords with the most papers, since 2023*

| # | Keyword | Papers |
|---:|---|---:|
| 1 | marketing management | 7 |
| 2 | [artificial intelligence](https://scholar4ai.com/keywords/artificial-intelligence.md) | 6 |
| 3 | buyer-supplier relationships | 6 |
| 4 | [research agenda](https://scholar4ai.com/keywords/research-agenda.md) | 6 |
| 5 | [value creation](https://scholar4ai.com/keywords/value-creation.md) | 6 |
| 6 | [COVID-19 pandemic](https://scholar4ai.com/keywords/covid-19-pandemic.md) | 5 |
| 7 | conceptual framework | 5 |
| 8 | [digitalization](https://scholar4ai.com/keywords/digitalization.md) | 5 |
| 9 | signaling theory | 5 |

## Most-cited papers

*Most-cited papers since 2017*

| # | Citations | Per month | Title | Journal | Published | Authors |
|---:|---:|---:|---|---|---|---|
| 1 | 2,644 | 34.9 | [Setting the future of digital and social media marketing research: Perspectives and research propositions](https://doi.org/10.1016/j.ijinfomgt.2020.102168) | [International Journal of Information Management](https://scholar4ai.com/journals/international-journal-of-information-management.md) | 2020-07-10 | Yogesh Kumar Dwivedi, Elvira Ismagilova, D. Laurie Hughes et al. |
| 2 | 797 | 9.6 | [Digitization capability and the digitalization of business models in business-to-business firms: Past, present, and future](https://doi.org/10.1016/j.indmarman.2019.11.019) | [Industrial Marketing Management](https://scholar4ai.com/journals/industrial-marketing-management.md) | 2019-12-03 | Thomas Ritter, Carsten Lund Pedersen |
| 3 | 429 | 5.5 | [Coopetition and COVID-19: Collaborative business-to-business marketing strategies in a pandemic crisis](https://doi.org/10.1016/j.indmarman.2020.05.016) | [Industrial Marketing Management](https://scholar4ai.com/journals/industrial-marketing-management.md) | 2020-05-25 | James M. Crick, Dave Crick |
| 4 | 412 | 5.9 | [An integrated artificial intelligence framework for knowledge creation and B2B marketing rational decision making for improving firm performance](https://doi.org/10.1016/j.indmarman.2020.12.001) | [Industrial Marketing Management](https://scholar4ai.com/journals/industrial-marketing-management.md) | 2020-12-22 | Surajit Bag, Shivam Gupta, Ajay Kumar et al. |
| 5 | 339 | 3.2 | [A comparison of social media marketing between B2B, B2C and mixed business models](https://doi.org/10.1016/j.indmarman.2018.01.001) | [Industrial Marketing Management](https://scholar4ai.com/journals/industrial-marketing-management.md) | 2018-01-20 | Severina Iankova, Iain Andrew Davies, Chris Archer‐Brown et al. |

## Cite this page

Scholar4AI. (2026). Papers on “B2B marketing”. Journal and Conference Research Rankings. Retrieved November 3, 2026, from https://scholar4ai.com/keywords/b2b-marketing

```bibtex
@misc{scholar4ai-keywords-b2b-marketing,
  author = {{Scholar4AI}},
  title = {Papers on “B2B marketing”},
  year = {2026},
  howpublished = {\url{https://scholar4ai.com/keywords/b2b-marketing}},
  urldate = {2026-11-03},
  note = {Journal and Conference Research Rankings; data from OpenAlex (CC0); licensed CC BY-NC 4.0}
}
```

License: CC BY-NC 4.0 (https://creativecommons.org/licenses/by-nc/4.0/).