Market research for electric utilities
Journal Article
·
· Electricity Journal
Marketing research is increasing in importance as utilities become more marketing oriented. Marketing research managers need to maintain autonomy from the marketing director or ad agency and make sure their work is relevant to the utility's operation. This article will outline a model marketing research program for an electric utility. While a utility may not conduct each and every type of research described, the programs presented offer a smorgasbord of activities which successful electric utility marketers often use or have access to.
- OSTI ID:
- 20080326
- Journal Information:
- Electricity Journal, Vol. 12, Issue 10; Other Information: PBD: Dec 1999; ISSN 1040-6190
- Country of Publication:
- United States
- Language:
- English
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