Champions of a cause
Article Abstract:
Utility firms could adopt cause-related marketing as a strategy to capture market share. The marketing scheme aims to take exploit the results of research studies that show that consumers are likely to choose a company whose products do not run counter to their beliefs and values. The strategy can be used as a basis for establishing brands which the public could identify and readily patronize. It is more cost-effective than a short-run charitable contribution.
Publication Name: Electric Perspectives
Subject: Petroleum, energy and mining industries
ISSN: 0364-474X
Year: 1995
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Raising the bar
Article Abstract:
Utilities will boost their market research programs to remain competitive after deregulation takes effect in 1998. Industry observers expect utilities to increase market research activity over the next five years, minimum. Many utilities are currently behind other businesses in utilizing market research, spending about four times less on data such as consumer polling.
Publication Name: Electric Perspectives
Subject: Petroleum, energy and mining industries
ISSN: 0364-474X
Year: 1998
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Six ways to imprive green marketing
Article Abstract:
Direct marketing techniques, which include green energy marketing programs for energy utilities, are discussed. The methods involves advertising focusing emotional needs of customers, segmenting the market etc.
Publication Name: Electric Perspectives
Subject: Petroleum, energy and mining industries
ISSN: 0364-474X
Year: 2005
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