ABSTRACT : The purpose of this study is to provide information about the results of the demand and research difficulties regarding partnerships in achieving marketing strategies. The research method used is bibliometric analysis through articles in the Scopus database. The main procedure is to manually filter articles from search results to get relevant articles. The total number of articles obtained from the beginning of the 2011-2021 research year was 4,111 articles, after going through a screening process, 1,427 relevant articles were obtained. The results showed that the total number of publications from 2011-2021 experienced a fluctuating cycle, with the peak of research occurring in the vulnerable years 2016 – 2018 with 396 articles. Then the countries that have conducted the most research and the most locations are the United States and the United Kingdom. While the results of the difficulty using VOSviewer obtained seven keyword clusters from previous research. The green color in the conclusion indicates the development of the research topic.

KEYWORDS -Marketing strategy, Bibliometric, VOSviewer, Scopus.