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作者 Larsen, Fridrik, author
書名 Energy branding : harnessing consumer power / by Fridrik Larsen
出版項 Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2017
國際標準書號 9783319571980 (electronic bk.)
9783319571973 (paper)
國際標準號碼 10.1007/978-3-319-57198-0 doi
book jacket
說明 1 online resource (xiii, 173 pages) : illustrations, digital ; 24 cm
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
text file PDF rda
附註 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
'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
Host Item Springer eBooks
主題 Branding (Marketing)
Electric utilities -- Marketing
Energy industries -- Marketing
Power resources -- Marketing
Business and Management
Branding
Energy, general
Project Management
Customer Relationship Management
Consumer Behavior
Alt Author SpringerLink (Online service)
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