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Importance-Performance Analysis

John A. Martilla and John C. James
Journal of Marketing
Vol. 41, No. 1 (Jan., 1977), pp. 77-79
DOI: 10.2307/1250495
Stable URL: http://www.jstor.org/stable/1250495
Page Count: 3
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Importance-Performance Analysis
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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.

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