Exploring the role of marketing as a tool to aid smart meter adoption amongst fuel poverty and vulnerable groups

Lewis, J. and Rosborough, J. ORCID: 0000-0001-5663-0886, 2013. Exploring the role of marketing as a tool to aid smart meter adoption amongst fuel poverty and vulnerable groups. Research report for external body. Newcastle upon Tyne: Chesshire Lehmann Fund.

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Abstract

This study is concerned with exploring the role of marketing as a tool to improve smart meter adoption amongst different fuel poverty groups. The traditional view of marketing is that it is a process by which people and firms get what they require and desire by generating and trading value with others (Kotler and Armstrong, 2010). Nonetheless, a more recent view of marketing is that it provides a vehicle to aid the achievement of a wide range of social goals. In this instance, fuel poverty and energy efficiency. For example, social marketing could be used as a means of ‘engaging’ fuel poverty groups to improve the energy efficiency of their home. Despite this, few empirical studies have explored the role of marketing in alleviating fuel poverty and improving energy efficiency.

Item Type: Research report for external body
Creators: Lewis, J. and Rosborough, J.
Publisher: Chesshire Lehmann Fund
Place of Publication: Newcastle upon Tyne
Date: 2013
Divisions: Schools > Nottingham Business School
Depositing User: Jonathan Gallacher
Date Added: 18 Feb 2016 16:25
Last Modified: 09 Jun 2017 13:59
URI: http://irep.ntu.ac.uk/id/eprint/26998

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