Marketing Renewable Energy

Concepts, Business Models and Cases

  • Carsten Herbes
  • Christian Friege

Part of the Management for Professionals book series (MANAGPROF)

Table of contents

  1. Front Matter
    Pages i-xiii
  2. Foundations of Renewable Energy Marketing

    1. Front Matter
      Pages 1-1
    2. Christian Friege, Carsten Herbes
      Pages 3-26
    3. Karina Bloche-Daub, Janet Witt, Volker Lenz, Michael Nelles
      Pages 27-47
    4. Roland Menges, Gregor Beyer
      Pages 49-73
    5. Christian Friege
      Pages 75-89
    6. Sylviane Chassot, Rolf Wüstenhagen, Nicole Fahr, Peter Graf
      Pages 109-122
    7. Uwe Leprich, Patrick Hoffmann, Martin Luxenburger
      Pages 123-147
  3. Special Markets and New Business Models

    1. Front Matter
      Pages 149-149
    2. Carsten Herbes
      Pages 151-171
    3. Ralf Klöpfer, Ulrich Kliemczak
      Pages 173-188
    4. Benjamin Schott, Oliver Koch
      Pages 259-269
  4. Marketing of Renewables in Regional Markets

    1. Front Matter
      Pages 271-271
    2. Patrick Graichen, Christian Redl, Markus Steigenberger
      Pages 283-302
    3. Michel Cruciani
      Pages 303-329
    4. Catalina Spataru, Bruno Arcuri
      Pages 331-344
    5. Simona Bigerna, Carlo Andrea Bollino, Paolo Polinori
      Pages 345-373
    6. Jörg Raupach-Sumiya
      Pages 375-397

About this book


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.


Consumer preferences Direct marketing Biomethane Green energy Energy contracts Business models Smart battery systems Case studies

Editors and affiliations

  • Carsten Herbes
    • 1
  • Christian Friege
    • 2
  1. 1.University of Nuertingen-Geislingen NuertingenGermany
  2. 2.Friege-ConsultingStuttgartGermany

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences