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Marketing renewable energy : concepts, business models and cases

Author: Carsten Herbes; Christian Friege
Publisher: Cham, Switzerland : Springer, [2017] ©2017
Series: Management for professionals.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
"This book answers questions such as: How do you market green electricity or bio-methane? What is the right price for renewable energy? How do the legal framework and customer preferences influence marketing strategies? Is direct marketing or online marketing the key to success? Answers to these and many other questions can be found in this volume, which gathers contributions from leading researchers and respected  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Marketing renewable energy.
Cham, Switzerland : Springer, [2017]
(OCoLC)957140797
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Carsten Herbes; Christian Friege
ISBN: 9783319464275 3319464272
OCLC Number: 991854377
Description: 1 online resource.
Contents: Preface; Contents; List of Contributors; Part I: Foundations of Renewable Energy Marketing; Some Basic Concepts for Marketing Renewable Energy; 1 Introduction; 2 Marketing 3.0; 3 Attributes of Renewable Energies and Their Effects on the Marketing of Renewable Energy; 4 Aims of Consumers When Buying Renewable Energy; 5 Marketing Mix for Renewable Energy; 5.1 Product Policy for Renewable Energy; 5.2 Pricing Policy for Renewable Energy; 5.3 Distribution Policy for Renewable Energy; 5.4 Communication Policy for Renewable Energy. 6 Relevance of Renewable Energy as an Input Factor in Marketing Other Goods and Services7 Summary: Most Important Steps for the Successful Marketing of Renewable Energy; References; Global Markets and Trends for Renewables; 1 Support Schemes for Renewable Energies; 1.1 Support Schemes for Renewable Electricity; 1.2 Support Schemes for Renewable Heat; 1.3 Support Schemes for Renewable Fuels; 1.4 Policy Measures and Targets Worldwide; 2 Primary Energy Consumption from Nonrenewable Sources; 2.1 Status Quo; 2.2 Trend 2020; 3 Utilization and Markets of Renewable Energies. 3.1 Renewable Electricity Production and Application3.1.1 Status Quo; 3.1.2 Trend 2020; 3.2 Renewable Heat Production and Application; 3.2.1 Status Quo; 3.2.2 Trend 2020; 3.3 Renewable Fuel Production and Application; 3.3.1 Status Quo; 3.3.2 Trend 2020; 3.4 Relevance of Renewable Energy Sector; 3.4.1 Status Quo; 3.4.2 Trend 2020; References; Consumer Preferences for Renewable Energy; 1 Introduction; 2 On the Concept of Preferences; 2.1 Consumer Preferences and Consumer Responsibility; 2.2 Preferences, Attitudes and Behavior; 3 Methods of Preference Elicitation. 3.1 The Special Case of Environmental Goods3.2 The Problem of Incentive Compatibility; 4 Consumer Preferences for Renewable Energy; 5 Conclusion; References; Direct Selling of Renewable Energy Products; 1 Problem; 2 Basics of Direct Selling; 2.1 Definition of Direct Selling; 2.2 Direct Selling as an Element of Multichannel Strategies; 3 Direct Sales of Renewable Energy Products; 3.1 Special Features of Direct Sales of REProducts; 3.2 Checklist for the Successful Direct Sales of RE Products; 4 Green Electricity in Direct Sales; 5 Summary and Outlook; References. Market Segmentation for Green Electricity Marketing Results of a Choice-Based Conjoint Analysis with German Electricity Consum ... 1 Introduction; 2 Related Research; 3 Study Design; 3.1 Investigating Stated Preference with Choice-Based Conjoint Analysis; 3.2 Market Segmentation; 3.3 Methodology; 4 Results; 4.1 Preferences for Different Product Attributes; 4.2 Market Segments Analyzed by Sociodemographic, Psychographic, and Behavioral Characteristics; 5 Conclusions and Recommendations; References; Introducing Green Electricity as the Default Option; 1 Introduction.
Series Title: Management for professionals.
Responsibility: Carsten Herbes, Christian Friege, editors.

Abstract:

This book answers questions such as: How do you market green electricity or bio-methane?  Read more...

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