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L?internet marketing nelle imprese energetiche: il caso di un?impresa elettrica romana

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  • Felicetta Iovino

Abstract

Le imprese energetiche stanno sperimentando le notevoli opportunit? offerte dall?utilizzo del web nell?ambito del processo di liberalizzazione e privatizzazione che sta investendo le utilities nel mondo. Tali fenomeni di profondo cambiamento impongono alle energy companies di implementare adeguate politiche di marketing. L?utilizzo del web nel processo di apertura al mercato ? configurabile nell?ambito di una progressiva assimilazione e applicazione del paradigma del marketing relazionale da parte delle imprese energetiche. L?autore evidenzia come l?imperativo dell?adozione di adeguate politiche di marketing ispirate ai principi dell?internet marketing, abbia modificato le utilities energetiche. Attraverso le caratteristiche del canale web implementate da tali imprese ? possibile sottolineare le peculiarit? e i miglioramenti progressivi conseguiti nella relazione con il cliente in termini di diversi livelli di qualit? percepita.

Suggested Citation

  • Felicetta Iovino, 2014. "L?internet marketing nelle imprese energetiche: il caso di un?impresa elettrica romana," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(3), pages 141-161.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2014-003008
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    References listed on IDEAS

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    1. Olsen, Ole Jess & Johnsen, Tor Arnt & Lewis, Philip, 2006. "A Mixed Nordic Experience: Implementing Competitive Retail Electricity Markets for Household Customers," The Electricity Journal, Elsevier, vol. 19(9), pages 37-44, November.
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    Cited by:

    1. Felicetta IOVINO, 2015. "Relationship Marketing By Energy Companies," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 16(5), pages 558-573, December.
    2. Iovino, Felicetta & Migliaccio, Guido, 2019. "Energy companies and sizes: An opportunity? Some empirical evidences," Energy Policy, Elsevier, vol. 128(C), pages 431-439.
    3. Felicetta Iovino, 2020. "The Financial Sustainability of Water Companies: the Italian Case," Journal of International Business Research and Marketing, Inovatus Services Ltd., vol. 5(6), pages 7-12, September.

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