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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.

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Author of HS ReutlingenSchwarz, Jan Oliver
Erschienen in:Marketing review St. Gallen : die neue Thexis-Marketingfachzeitschrift für Theorie und Praxis
Publisher:Thexis Verlag
Place of publication:St. Gallen
Document Type:Article
Year of Publication:2020
Page Number:8
First Page:12
Last Page:19
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:330 Wirtschaft
Open Access?:Nein