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Importance-Performance Analysis
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Importance-Performance Analysis
Importance-Performance Analysis
JM
John A. Martilla
John A. Martilla
JJ
John C. James
John C. James
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1 January 1977
journal article
Published by
SAGE Publications
in
Journal of Marketing
Vol. 41
(1)
,
77
https://doi.org/10.2307/1250495
Abstract
How an automobile dealer used a two-dimensional grid to relate consumers' views of the service they receive to identify priority areas for marketing effort.
Keywords
PERFORMANCE ANALYSIS
MARKETING
PRIORITY AREAS
DIMENSIONAL GRID
AUTOMOBILE DEALER
IMPORTANCE PERFORMANCE
IDENTIFY PRIORITY
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Cited by 1179 articles