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Marketing Strategies for Corporate Growth and Shareholder Value

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smartpower also learned from over seven years of message research in the area of renew- able energy and energy efficiency that the “environmental” message is not the answer to motivate consumers to purchase renewable energy technologies. Consumers already under- stand the environmental benefits of solar power, but those benefits have not been persua- sive enough to broaden market adoption. therefore, in addition to addressing these barriers, solar programs also must create a connection with customers through marketing messages that are likely to enhance interest and lead to further inquiry. messages that connect on a financial or value level are most likely to...

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