Energy Branding Harnessing Consumer Power

Energy Branding Harnessing Consumer Power / by Friðrik Larsen.

‘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 utili...

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Bibliographic Details
Main Author: Larsen, Friðrik (Author)
Corporate Author: SpringerLink (Online service)
Format: eBook
Language:English
Published: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2017.
Edition:1st ed. 2017.
Series:Springer eBook Collection.
Subjects:
Branding (Marketing).
Energy.
Project management.
Customer relations—Management.
Motivation research (Marketing).
Electronic resources (E-books)
Online Access:Click to view e-book
Holy Cross Note:Loaded electronically.
Electronic access restricted to members of the Holy Cross Community.
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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