Abstract
Importance-Performance analysis is a technique for relating the measurement of attribute importance and performance to the development of marketing programs.
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References
John A. Martilla and John C. James, “Importance-Performance Analysis,” Journal of Marketing, Vol. 41 No. 1 (January, 1977), pp. 77–79.
Beheruz N. Sethna, “A Control Systems Approach to Consumer Behavior,” unpublished Doctoral Dissertation, Columbia University, 1976.
Beheruz N. Sethna, “A Control System Specification of Multiple Attribute Attitude Models,” in Barnett A. Greenberg and Danny N. Bellenger (Eds.), Contemporary Marketing Thought, American Marketing Association, 1977, p. 510.
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Sethna, B.N. (2015). Extensions and Testing of Importance-Performance Analysis. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_77
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DOI: https://doi.org/10.1007/978-3-319-16946-0_77
Publisher Name: Springer, Cham
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