Geothermal development in a new era: a marketing framework

Progress in exploring for, developing and using geothermal energy for direct heat requirements is slow. Most of the projects underway have been government-assisted. Now, federal policy dictates that market forces bring energy on line. What is next required to stimulate direct use 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 an 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.