Hazelwood, Emma; Lawson, Rob; Aitken, Rob - In: Marketing Intelligence & Planning 27 (2009) 6, pp. 789-804
Purpose – The purpose of this paper is to examine the characteristics and usefulness of opinion leaders and market mavens in relation to theatre guides as a way for theatres to develop new audiences. Design/methodology/approach – Surveys and a small number of in‐depth interviews are...