Standard Article

International Business-to-Business Marketing

Part 6. International Marketing

  1. Paul Matthyssens

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem06056

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Matthyssens, P. 2010. International Business-to-Business Marketing. Wiley International Encyclopedia of Marketing. 6.

Author Information

  1. University of Antwerp, Antwerp, Belgium

Publication History

  1. Published Online: 15 DEC 2010


Business-to-business (B2B) marketing has gone international. This article identifies the drivers of this development: delocalization of customers, growth in international trade, global purchasing by customers, the emergence of networks, and electronic commerce. The consequence is that business marketers internationalize faster and with diverse entry modes. They also face growing complexity in their marketing, leading to dilemmas regarding aggregation (grouping countries), arbitration (exploiting differences), and adaptation.


  • delocalization;
  • international B2B markets;
  • adaptation;
  • global sourcing;
  • business-to-business and international marketing;
  • internationalization