although state solar programs report limited marketing initiatives of their own, this per- spective reflects a narrow definition of marketing – one that primarily focuses on communi- cations-centered initiatives, such as website strategies, public relations activities, and educa- tion of stakeholders. these marketing resources are important. However, marketing in the broader sense should play an important role to expand the growth of solar, and state solar programs play a critical role in creating and supporting effective marketing initiatives that can address the major market barriers. The American Marketing Association defines mar- keting as “the process of planning and executing the conception, pricing, promotion, and.
