Abstract
This paper identifies the factors that influence industrial firms' decisions to invest in energy efficiency and notes how the emerging wave of electric utility 'demand-side' planning and marketing can help industry control costs of production and also improve utility operations. The external and internal influences on electric utility demand-side management are identified, along with typical objectives of utility marketing programs. The concept of 'strategic marketing' is also introduced. Finally, a summary of selected electric utility experiences with industrial programs is provided, along with emerging trends in utility marketing.
Limaye, D. R.; Davis, T. D. (1984). Promoting Energy Efficiency in Industry: Utility Roles and Perspectives. Energy Systems Laboratory (http://esl.tamu.edu); Texas A&M University (http://www.tamu.edu). Available electronically from
https : / /hdl .handle .net /1969 .1 /94684.