Markus Liebich

• nicht vorhanden
• Society, market and values are changing. New developments in the defintion of target groups, the basis of successful marketing strategies, are necessary and being made. Therefore the new concept of "Lebensstil-Typologien" (lifestyle typologies) will be presented and analysed. A solution to master all these new kinds of demands, the concept of crossmedia strategies has been developed. Since there is no universally valid defintion of this term, Niklas Mahrdt defined a variety of criteria to close this gap. Those criteria are the basis of this thesis. The core is the analysis of marketing measures of the regional beer brand Hoepfner and the national one Becks in terms of crossmediality based on Marhdts criteria. Through comparison differences will be identified and explained by the regionality and nationality of the companies. Finally, the criteria of crossmediality by Niklas Mahrdt will be scrutinized in terms of applicability in real situations.