Marketing renewable energy : concepts, business models and cases

"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 thes...

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Bibliographic Details
Other Authors: Herbes, Carsten, (Editor), Friege, Christian, (Editor)
Format: eBook
Language: English
Published: Cham, Switzerland : Springer, [2017]
Series: Management for professionals.
Subjects:
Renewable energy sources > Marketing.
Energy development > Economic aspects.
elektronické knihy
electronic books
ISBN: 9783319464275
9783319464268
Physical Description: 1 online resource

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245 0 0 |a Marketing renewable energy :  |b concepts, business models and cases /  |c Carsten Herbes, Christian Friege, editors. 
264 1 |a Cham, Switzerland :  |b Springer,  |c [2017] 
264 4 |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 Management for professionals 
504 |a Includes bibliographical references. 
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 "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"--  |c Provided by publisher. 
505 0 |a 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. 
505 8 |a 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. 
505 8 |a 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. 
505 8 |a 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. 
505 8 |a 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. 
590 |a SpringerLink  |b Springer Complete eBooks 
650 0 |a Renewable energy sources  |x Marketing. 
650 0 |a Energy development  |x Economic aspects. 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 9 |a electronic books  |2 eczenas 
700 1 |a Herbes, Carsten,  |e editor. 
700 1 |a Friege, Christian,  |e editor. 
776 0 8 |i Print version:  |t Marketing renewable energy.  |d Cham, Switzerland : Springer, [2017]  |z 9783319464268  |z 3319464264  |w (OCoLC)957140797 
830 0 |a Management for professionals. 
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