Eller, Eric; Hofmann, Rupert; Schwarz, Jan Oliver - In: Marketing Review St.Gallen 37 (2020) 3, pp. 12-19
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...