Geothermal Development in a New Era: A Marketing Framework

Abstract

Progress in exploring for, developing and using geothermal energy for direct heat requirements is slow. Most tof the projects underway have been government assisted. Now, federal policy dictates that market forces bring energy on line. Can this change in the geothermal game be viewed as an opportunity? We seem to be in a position where we have the techniques, the knowledge and the resources to develop geothermal energy. What is next required to stimulate direct us of geothermal energy within the new context is an active and effective marketing program. A basic framework and some rules of thumb can help start the marketing program. An active and effective marketing program is essential part of developing a commercial geothermal industry because the "essence of marketing is a transaction intended to satisfy human needs or wants." It is that transaction that is the final determinant of the success of the direct use geothermal industry.