International Business-to-Business Marketing
Part 6. International Marketing
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Matthyssens, P. 2010. International Business-to-Business Marketing. Wiley International Encyclopedia of Marketing. 6.
- 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.
- international B2B markets;
- global sourcing;
- business-to-business and international marketing;