Market leading marketing concepts in the management of consumer behaviour on the energy market

摘要

Power industry transformations are accelerating due to the developments and advancements of the new technologies. The potential of electric power industry companies is being strengthened which contributes to the supply and demand development on the electric power services market. In connection with this, leading marketing approaches to management are changing on the electricity markets. In the nearest future, the role of marketing in the electricity sector is supposed to increase significantly. Energy marketing is seen as an activity aimed at meeting consumer demand for energy services. The demand management becomes particularly important which fully fits one of the marketing definitions. The objective of this paper is to analyse the development of complex strategy for the power industry using leadership marketing concepts. The paper considers the architecture of electricity markets. We propose the structure of marketing activities on the energy market, taking into account the macroenvironment features.