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 Electronic eBook
LanguageEnglish
Published Cham, Switzerland : Palgrave Macmillan, ©2017.
SeriesPalgrave pivot.
Subjects
Branding (Marketing)
Electric utilities > Marketing.
Energy industries > Marketing.
Power resources > Marketing.
elektronické knihy
electronic books
Online AccessFull text
ISBN9783319571980
9783319571973
Physical Description1 online resource

Cover

Table of Contents:
  • 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.

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