The customer foresight territory
- Customer foresight is a relatively new research field. We introduce the customer foresight territory by discussing its localization between customer research and foresight research. For this purpose, we look at a variety of methods that help to understand customers and future realities. On this basis we provide an overview of customer foresight methods and outline an ideal-typical research journey.
Author of HS Reutlingen | Schwarz, Jan Oliver |
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ISSN: | 1865-6544 |
Erschienen in: | Marketing Review St. Gallen |
Publisher: | Thexis Verlag |
Place of publication: | St. Gallen |
Document Type: | Journal article |
Language: | English |
Publication year: | 2020 |
Issue: | 3 |
Page Number: | 8 |
First Page: | 12 |
Last Page: | 19 |
PPN: | Im Katalog der Hochschule Reutlingen ansehen |
DDC classes: | 330 Wirtschaft |
Open access?: | Nein |