Overview
- Explains fundamental concepts of renewable energy marketing in an easy to understand and comprehensive way
- Describes customer preferences towards renewables and helps marketers to design, price, distribute their products and communicate about them
- Explains legal frameworks of state-led support for renewables in different countries that set the background for marketing of renewables
- Provides practical examples that illustrate successful marketing strategies
- Points to opportunities in special markets for renewables such as tourism or e-mobility
Part of the book series: Management for Professionals (MANAGPROF)
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Table of contents (19 chapters)
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Marketing of Renewables in Regional Markets
Keywords
About this book
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 practitioners. Employing an easy-to-follow, clearly structured format, it combines the latest research results and concrete case studies to help readers understand the fundamentals of marketing for renewable energies and new business models from different countries.
Editors and Affiliations
About the editors
Christian Friege is the former CEO of LichtBlick AG, a leading green energy company in Germany and a consultant in the field. His research interests include renewable energy, direct selling and customer management. His research was published, among others, in Journal of Service Research and Energy Policy. He has taught at Nuertingen Geislingen University and University of St. Gallen. Currently, he serves as a member of the board of Cewe Stiftung & Co KGaA.
Bibliographic Information
Book Title: Marketing Renewable Energy
Book Subtitle: Concepts, Business Models and Cases
Editors: Carsten Herbes, Christian Friege
Series Title: Management for Professionals
DOI: https://doi.org/10.1007/978-3-319-46427-5
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer International Publishing AG 2017
Hardcover ISBN: 978-3-319-46426-8Published: 28 June 2017
Softcover ISBN: 978-3-319-83518-1Published: 12 May 2018
eBook ISBN: 978-3-319-46427-5Published: 23 June 2017
Series ISSN: 2192-8096
Series E-ISSN: 2192-810X
Edition Number: 1
Number of Pages: XIII, 397
Number of Illustrations: 111 b/w illustrations, 20 illustrations in colour
Topics: Marketing, Energy Policy, Economics and Management, Renewable and Green Energy