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Importance-Performance Analysis

John A. Martilla1; John C. James2

1 School of Business Administration, Pacific Lutheran University, Tacoma, WA. · 2 Frank Russell Co., Inc., Tacoma, WA.

Journal of Marketing 1977

An easily-applied technique for measuring attribute importance and performance can further the development of effective marketing programs.

DOI
10.1177/002224297704100112
Volume
41 (1)
Pages
77-79
Language
en
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