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008			230621s2023 sz | o |||| 0|eng d
020			_a9783031299667
024	7		_a10.1007/978-3-031-29966-7 _2doi
040			_aES-VaUEC _bspa _cES-VaUEC _dES-VaUE
050		4	_aHF5415 _b2023 EB
100		1	_aLarsen, Fridrik _eautor _4http://id.loc.gov/vocabulary/relators/aut _9518862
245	1	0	_aCommodity Branding : _bA Qualitative Research Approach to Understanding Modern Energy Brands _cby Fridrik Larsen
250			_a1st ed 2023
264		1	_aCham _c2023 _bSpringer International Publishing
300	0	0	_a1 recurso en línea
336			_atexto _btxt _2rdacontent
337			_aelectrónico _bc _2rdamedia
338			_arecurso electrónico _bcr _2rdacarrier
505	0		_a1.Introduction -- 2.Literature review on energy branding and related fields. 3.Methodology: A qualitative approach -- 4.Findings: Understanding modern energy brands -- 5. Conclusion: Conceptual model of branding in the energy markets -- 6.References.
520			_aWhen it comes to branding the energy space, an exciting and largely unexplored field of research emerges. Energy companies are under the spotlight as consumers press for positive action on sustainability, CSR, and environmental issues. In light of this, this book has two objectives. First, the author explores the challenges and opportunities that experts within the field face when deciding on strategic brand direction. The results indicate that practitioners in recently liberalised markets have met the emerging branding challenges, such as differentiating commodities, meeting new consumer demands, and building strong brands. Second, the book examines, from an expert-practitioner point of view, whether branding and building brands are activities relevant to this type of market. This book, therefore, attempts to fill a literature gap, as it examines the applicability of theoretical and practical methods of branding and brand strategies in a commodity market, in this case the energy market. Fridrik Larsen is an Associate Professor of marketing at the University of Iceland. He is a leading authority on branding within the energy space and the first individual to hold a PhD in energy branding. Larsen holds graduate degrees in finance, economics and psychology, and a postgraduate degree in marketing. He is the author of three books on energy branding, including Energy Branding (Palgrave Macmillan, 2017) and is a sought after public speaker and the founder of the international CHARGE conference.
988			_aSpringer_Business_2023
650		7	_2embne _96518 _aMarketing
856	4	0	_uhttps://go.openathens.net/redirector/universidadeuropea.es?url=https://doi.org/10.1007/978-3-031-29966-7 _zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
942			_2lcc _cLE
998			_b07/2024 _db _ej _zSI