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.^[1] It is the process of selecting consumer segments across a range of countries that are targeted with an integrated brand positioning strategy without regard to geographic or national boundaries. The concept was originally coined and defined in a 1991 article published by The Academy of Marketing Science by Dr. Salah S. Hassan, Professor of Global Brand Strategy at George Washington University.