E-Marketing and Strategy by Energy Companies^*

Abstract

This chapter from a brief review of the relevant literature on the energy markets points out the changes in the relationships between energy companies and customers through the Web. The objective is to highlight the changes of the energy markets thanks to the web demonstrating that it is able to ensure the raising of the switching rates and hence the competition, goal of the liberalization of public services. To this end, the authors will use secondary data from Accenture researches about the perceptions of customers and energy companies around the relations established via the web, and the CUAC for the switching mode performed in the State of Victoria in Australia.

Citation

Iovino, F. and Migliaccio, G. (2019), "E-Marketing and Strategy by Energy Companies^*", Weber, Y., Vrontis, D., Tsoukatos, E. and Shams, S.M.R. (Ed.) The Cross-Disciplinary Perspectives of Management: Challenges and Opportunities (Cross-Disciplinary Management Perspectives), Emerald Publishing Limited, Leeds, pp. 135-152. https://doi.org/10.1108/978-1-83867-249-220191011