Intermarket segmentation

Intermarket segmentation refers to forming segments of consumers who have similar needs and buying behaviour even though they are located in different countries.

References

Intermarket Segmentation:

The process of selecting customer segments across a range of countries that are targeted with an integrated brand positioning strategy without regard to geographic or national boundaries. This concept was originally coined and defined in a 1991 article published with The Academy of Marketing Science by Dr. Salah S. Hassan, Professor of Global Brand Management at the George Washington University.

Hassan, Salah S. “A Strategic Framework for Identifying and Reaching Inter-market Segments.” In K.D. Frankenbreger, et al. (Eds.), World Marketing Congress, Copenhagen, Denmark: Academy of Marketing Science, Vol. V, 1991, pp. 34-37. (Refereed)

Hassan, Salah S. “International Segmentation Options: Getting Away from Conventional Wisdom.” In V. Crittenden (Ed.), Developments in Marketing Science, Coral Gables, Florida: Academy of Marketing Science, Vol. XV, 1992, pp. 185-188, with A.C. Samli. (Refereed)

Hassan, Salah S. “Competitive Global Market Segmentation,” In Global Marketing Perspectives and Cases, The Dryden Press: Fort Worth, Texas, 1994, (with Roger Blackwell).

Hassan, Salah S. “The New Frontiers of Intermarket Segmentation,” In Global Marketing Perspectives and Cases, The Dryden Press: Fort Worth, Texas, 1994, (with A. Caskun Samli).

Hassan, Salah S. “Identification of Global Consumer Segments: A Behavioral Framework,” Journal of International Consumer Marketing, Vol. 3, No. 2, 1991, pp. 11-28, with L. Katsanis. (Refereed)

Hassan, Salah S. “A Strategic Approach to Understanding and Penetrating Global Segments,” Journal of Database Marketing, Vol. 3, No. 4, 1996, pp. 1-17. (Refereed)

Hassan, Salah S. “Understanding the New Bases for Global Market Segmentation,” Journal of Consumer Marketing, Volume 20, Issue 5, 2003, with Stephen Craft and Wael Kortam. (Refereed) JCM 2004 “Highly Commended” paper award

Hassan, Salah S. “An Examination of Global Market Segmentation Bases and Strategic Positioning Decisions,” International Business & Economics Research Journal, Volume 3, Number 9, September 2004, with Stephen Craft. (Refereed)

Hassan, Salah S. “Linking Global Market Segmentation Decisions with Strategic Positioning Options,” Journal of Consumer Marketing, Volume 22, Number 2, 2005, pp. 81-89, with Stephen Craft. (Refereed)

Hassan, Salah S. and Stephen Craft, "Examining world market segmentation and brand positioning strategies", Journal of Consumer Marketing, Vol. 29 Iss: 5, pp.344 - 356, 2012.