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Different load management strategies and utility approaches are used to obtain efficient utilization of electric energy in Europe. This paper focuses on the use of pricing as a marketing tool, the importance of pilot programs in marketing, and especially on the broader approach to marketing used by utilities. As the energy market becomes more complex, several utilities extend their endeavours to comprehensive programs. The utility either acts as co-ordinator itself, or as a part of a joint venture. A broad utility approach to customers, often as a total entrepeneur, is becoming more common in Europe.