TITLE

TARGETING THE UTILITIES CUSTOMER

AUTHOR(S)
Louram, Pandita
PUB. DATE
May 2005
SOURCE
Brand Strategy;May2005, Issue 192, p46
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Discusses the challenges for marketing and brand strategy in the utilities industry. Price as the deciding factor for choosing an energy supplier for most consumers in Europe and the U.S.; Need to address the more complex demands of today's consumers, abandoning one-size-fits-all strategies; Importance of convenience because of the increasing number of working mothers and longer commuting times.
ACCESSION #
17248899

 

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