ENGLISH

Energy Branding: Harnessing Consumer Power

By Friðrik Larsen (auth.)

Book information

Publisher
Palgrave Macmillan
Year
2017
ISBN
978-3-319-57197-3, 978-3-319-57198-0
DOI
10.1007/978-3-319-57198-0
Language
english
Format
PDF
Filesize
2 MB (2349040 bytes)
Edition
1
Pages
XIII, 173\175
Time added
2017-06-25 01:09:07
Branding;Energygeneral;Project Management;Customer Relationship M

Description

Demonstrating the potential of building strong brands in the energy sector, this book explores the challenges of shifting the perception of energy from a commodity business into a consumer brand. Energy suppliers are increasingly being met with skepticism, indicating the need for a greater focus on marketing and branding in the energy industry. The author examines both perspectives of energy as a commodity business and a consumer brand, as well as the perception of energy consumers across Europe. Topics discussed include green energy, the liberalisation of the electricity industry, and the relationship between consumers and executives in the energy market. One of the first of its kind, this book offers a unique and innovative study of the development of branding in the energy industry, and sheds light on future marketing strategies.

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