A handbook for policymakers, Creating Markets for Energy Technologies, shows how “deployment” marketing can transform a once-unheard of technology into commercial success. Using 22 case studies of alternative technologies, the study demonstrates how marketing tactics can essentially create demand.
For example, when Denmark introduced mandatory energy building labels, it ensured that customers understood its benefits. In less than four years, 160,000 buildings were assessed and labelled, saving an estimated €20 million per year. This book is a synopsis not only of new energy technologies, but of the means to exploit the market practicalities needed for mainstream success.
©OECD Observer No 237, May 2003