Marketing Renewable Energy: Concepts, Business Models and Cases (Management for Professionals)

"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"-- Provided by publisher Front Matter....Pages i-xiii Front Matter....Pages 1-1 Some Basic Concepts for Marketing Renewable Energy....Pages 3-26 Global Markets and Trends for Renewables....Pages 27-47 Consumer Preferences for Renewable Energy....Pages 49-73 Direct Selling of Renewable Energy Products....Pages 75-89 Market Segmentation for Green Electricity Marketing Results of a Choice-Based Conjoint Analysis with German Electricity Consumers....Pages 91-108 Introducing Green Electricity as the Default Option....Pages 109-122 Certificates in Germany’s Renewable Energy Market....Pages 123-147 Front Matter....Pages 149-149 Marketing of Biomethane....Pages 151-171 Renewable Energies in the Contracting Market....Pages 173-188 Renewable Energy in the Marketing of Tourism Companies....Pages 189-205 From Energy Supplier to Capacity Manager: New Business Models in Green and Decentralized Energy Markets....Pages 207-238 Driving Renewables: Business Models for the Integration of Renewable Energy and e-Mobility in Europe....Pages 239-258 Smart Battery Systems Driving Renewable Energy Markets....Pages 259-269 Front Matter....Pages 271-271 Exploiting the Economic Opportunities of the Energy Transition....Pages 273-282 Building a Renewables-Driven Power System. Successes and Challenges in Germany....Pages 283-302 Marketing Renewable Energy in France....Pages 303-329 Marketing Renewable Energy in the United Kingdom....Pages 331-344 Marketing Renewable Energy in Italy....Pages 345-373 Marketing Renewable Energy in Japan....Pages 375-397 Annotation 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