article
Importance-Performance Analysis
Journal of Marketing · 1977 · Vol. 41(1) · pp. 77–79
John A. Martilla✉(Pacific Lutheran University)John James(Wacom (Japan))
Abstract
An easily-applied technique for measuring attribute importance and performance can further the development of effective marketing programs.
Citations
3,396
FWCI
0.00
field-weighted impact
References
0
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27%
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