Cuenca-Amigo, Macarena; Makua, Amaia - In: Academia Revista Latinoamericana de Administración 30 (2017) 2, pp. 156-172
Purpose The purpose of this paper is to review the concept of audience development, analysing differences between a number of countries and identifying common elements that underlie the concept regardless of the context. Design/methodology/approach In addition to the literature review, fieldwork...