Political, geographical and cultural differences between countries mean that pan-European segmentation, and the consequently tempting idea of pan-European campaigns, is by no means simple. Experience shows that these differences can greatly affect everything from purchasing frequency to the order in which products are typically purchased. But this is not to say that a level of pan-European consistency (and therefore economies of scale) cannot be achieved. This is particularly important for organisations that are finding their main growth area to be European expansion. This paper describes the cross-border segmentation challenges and the...