Some Basic Concepts for Marketing Renewable Energy

Christian Friege () and Carsten Herbes
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Carsten Herbes: Nuertingen-Geislingen University

A chapter in Marketing Renewable Energy, 2017, pp 3-26 from Springer

Abstract: Abstract Against the background of a modern understanding of marketing, which stresses value orientation and the interactive web, the attributes of renewable energy (commodity, low-involvement product, credence good, partially public good, product that needs explanation in two dimensions, and prosumer good), as well as the aims of the consumers of renewable energy, a marketing mix for green energy is developed. Policies on the product, pricing, distribution, and communication are analyzed in detail and presented with a particular focus on the specifics of regenerative energy.

Keywords: Renewable energy; Green energy; Marketing (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-46427-5_1

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DOI: 10.1007/978-3-319-46427-5_1

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