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Energy Efficiency Marketing

Denis "Denis"
The list author says: "So you want to increase the adoption of energy efficiency measures, and make conservation a lasting habit. These books on marketing, psychology and other topics will give you the fundamentals as well as advanced thinking on advocating behavioral change.

This list is compiled by Denis Du Bois, host of the "Energy Priorities" radio program heard on NPR stations. Denis is a marketing professional with 25+ years of experience to share."
SPIN Selling
SPIN Selling
"You're SELLING energy efficiency to commercial and residential accounts, whether you like it or not. Rackham did his research and his S-P-I-N framework is a standard on sales managers' bookshelves."
Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers
Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers
"Technology is inseparable from the topic of energy efficiency adoption. Moore's classic adaptation of the Technology Adoption Lifecycle is a fixture on every tech marketer's desk."
Influence: The Psychology of Persuasion, Revised Edition
Influence: The Psychology of Persuasion, Revised Edition
"When this book came out I was excited to see someone qualified providing insights into these hidden facets of human nature. Since then it has become the central reference for other authors on the subject of behavior change."
Building Strong Brands
Building Strong Brands
"Any book you read on branding will cite this original reference."
The 22 Immutable Laws of Branding
The 22 Immutable Laws of Branding
"Branding is an emotional connection between a customer and a thing. Some marketers talk about "building a brand," as though the absence of a brand is possible. Whether or not you try to shape the brand for your energy efficiency programs, customers will create one -- and it might not be good. Al Ries is a well-known and respected author in the marketing literature that shaped modern techniques."
Integrated Branding: Becoming Brand-Driven Through Companywide Action
Integrated Branding: Becoming Brand-Driven Through Companywide Action
"Joe LePla made his name in the Seattle tech boom and continues to be a thought leader on this topic."