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EB

EB

ONLINE

Cham : Springer International Publishing, 2017

1 online zdroj

ISBN 978-3-319-46427-5 (e-kniha)

ISBN 978-3-319-46426-8 (print)

Management for Professionals, ISSN 2192-8096

Printed edition: ISBN 9783319464268

Foundations of Renewable Energy Marketing: Marketing Renewable Energy - Fundamental Concepts -- Global Markets and Trends for Renewables -- Consumer Preferences for Renewable Energy -- Direct Selling of Renewable Energy Products -- Market Segmentation for Green Electricity Marketing - Results of a Choice-Based Conjoint Analysis with German Electricity Consumers -- Introducing Green Electricity as the Default Option -- Certificates in the Market for Renewable Energy in Germany -- Special Markets and New Business Models: Marketing of Biomethane -- Renewable Energies in the Contracting Market -- Renewable Energy in the Marketing of Tourism Companies -- From Energy Supplier to Capacity Manager - New Business Models in Green and Decentralized Energy Markets -- Driving Renewables: Business Models for the Integration of Renewable Energy and E-Mobility in Europe -- Smart Battery Systems Driving Renewable Energy Markets -- Marketing of Renewables in Regional Markets: Exploiting the Economic Opportunities of the Energy Transition -- Building a Renewables-Driven Power System. Successes and Challenges in Germany -- Marketing Renewable Energy in France -- Marketing Renewable Energy in the United Kingdom -- Marketing Renewable Energy in Italy -- Marketing Renewable Energy in Japan.

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..

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Part I Foundations of Renewable Energy Marketing // Some Basic Concepts for Marketing Renewable Energy ...3 - Christian Friege and Carsten Herbes // Global Markets and Trends for Renewables ...27 - Karina Bloche-Daub, Janet Witt, Volker Lenz, and Michael Nelles // Consumer Preferences for Renewable Energy ...49 - Roland Menges and Gregor Beyer // Direct Selling of Renewable Energy Products ...75 - Christian Friege // Market Segmentation for Green Electricity Marketing Results of a Choice-Based Conjoint Analysis with German Electricity Consumers ...91 - Stefanie Lena Hille, Andrea Tabi, and Rolf Wüstenhagen // Introducing Green Electricity as the Default Option ...109 - Sylviane Chassot, Rolf Wüstenhagen, Nicole Fahr, and Peter Graf Certificates in Germany’s Renewable Energy Market ...123 - Uwe Leprich, Patrick Hoffmann, and Martin Luxenburger // Part II Special Markets and New Business Models // Marketing of Biomethane ...151 - Carsten Herbes // Renewable Energies in the Contracting Market ...173 - Ralf Klopfer and Ulrich Kliemczak // Renewable Energy in the Marketing of Tourism Companies ...189 - Susanne Gervers // From Energy Supplier to Capacity Manager: New Business Models in Green and Decentralized Energy Markets ...207 - Ben Schlemmermeier and Björn Drechsler // Driving Renewables: Business Models for the Integration of Renewable Energy and e-Mobility in Europe ...239 - Marc Ringel // Smart Battery Systems Driving Renewable Energy Markets ...259 - Benjamin Schott and Oliver Koch // Part III Marketing of Renewables in Regional Markets // Exploiting the Economic Opportunities of the Energy Transition ...273 - Claudia Kemfert // Building a Renewables-Driven Power System. Successes and Challenges in Germany ...283 - Patrick Graichen, Christian Redi, and Markus Steigenberger // Marketing Renewable Energy in France ...303 - Michel Cruciani //

Marketing Renewable Energy in the United Kingdom ...331 - Catalina Spataru and Bruno Arcuri // Marketing Renewable Energy in Italy ...345 - Simona Bigema, Carlo Andrea Bollino, and Paolo Polinori // Marketing Renewable Energy in Japan ...375 - Jörg Raupach-Sumiya