Energy branding : harnessing consumer power

'An in-depth examination of the modern energy consumer that represents a landmark step forward in energy branding and marketing.' --Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business at Dartmouth College, USA 'Fridrik offers a unique approach to create valu...

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Bibliographic Details
Main Author: Larsen, Friðrik.
Format: eBook
Language: English
Published: Cham, Switzerland : Palgrave Macmillan, ©2017.
Series: Palgrave pivot.
Subjects:
Branding (Marketing)
Electric utilities > Marketing.
Energy industries > Marketing.
Power resources > Marketing.
elektronické knihy
electronic books
ISBN: 9783319571980
9783319571973
Physical Description: 1 online resource

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Table of contents

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100 1 |a Larsen, Friðrik. 
245 1 0 |a Energy branding :  |b harnessing consumer power /  |c Friorik Larsen. 
260 |a Cham, Switzerland :  |b Palgrave Macmillan,  |c ©2017. 
300 |a 1 online resource 
336 |a text  |b txt  |2 rdacontent 
337 |a počítač  |b c  |2 rdamedia 
338 |a online zdroj  |b cr  |2 rdacarrier 
490 1 |a Palgrave pivot 
504 |a Includes bibliographical references and index. 
505 0 |a 1. Introduction -- 2. Branding and Related Research Fields -- 3. Overview of Liberalization -- 4. Liberalization and Consumer Perception -- 5. Electric Marketing Myopia -- 6. The Ingredients of an Energy Brand: Sources of Brand Value -- 7. Green Energy Branding -- 8. Green Electricity from a Consumer's Perspective -- 8. Conclusion. 
506 |a Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty 
520 |a 'An in-depth examination of the modern energy consumer that represents a landmark step forward in energy branding and marketing.' --Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business at Dartmouth College, USA 'Fridrik offers a unique approach to create value for the utilities and their customers.' --Jim Rogers, retired CEO, Duke Energy 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 liberalization 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. 
590 |a SpringerLink  |b Springer Complete eBooks 
650 0 |a Branding (Marketing) 
650 0 |a Electric utilities  |x Marketing. 
650 0 |a Energy industries  |x Marketing. 
650 0 |a Power resources  |x Marketing. 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 9 |a electronic books  |2 eczenas 
776 0 8 |i Printed edition:  |z 9783319571973 
830 0 |a Palgrave pivot. 
856 4 0 |u https://proxy.k.utb.cz/login?url=https://link.springer.com/10.1007/978-3-319-57198-0  |y Plný text 
992 |c NTK-SpringerBM 
999 |c 98157  |d 98157 

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