Marketing Renewable Energy Concepts, Business Models and Cases
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 market
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Carsten Herbes Christian Friege Editors
Marketing Renewable Energy Concepts, Business Models and Cases
Management for Professionals
More information about this series at http://www.springer.com/series/10101
Carsten Herbes • Christian Friege Editors
Marketing Renewable Energy Concepts, Business Models and Cases
Editors Carsten Herbes University of Nuertingen-Geislingen Nuertingen, Germany
Christian Friege Friege-Consulting Stuttgart, Germany
ISSN 2192-8096 ISSN 2192-810X (electronic) Management for Professionals ISBN 978-3-319-46426-8 ISBN 978-3-319-46427-5 (eBook) DOI 10.1007/978-3-319-46427-5 Library of Congress Control Number: 2017936674 # Springer International Publishing AG 2017 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Cover illustration: # Grüne Landschaft | [email protected] | 2014 Printed on acid-free paper This Springer imprint is published by Springer Nature The registered company is Springer International Publishing AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
Preface
Fighting climate change in the world is a priority today for many people. Transforming our energy system from a heavy reliance on fossil fuels towards sustainability is deemed a major contributor to this goal. Therefore, many countries around the world have set ambitious targets for the growth of renewable energy (RE). In Germany, the “Energiewende” (energy transition) has been pursued for almost 20 years now and has resulted in significant change of the energy system. Often, the project is considered the most comprehensive change project of the German society in the last decades. This development is carefully observed in many countries, given that Germany is one of the largest economies in the world. Ultimately, there is no role model for such a fundamental new direction in an economy. While the case study of the Energiewende
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