John A. Martilla

Importance-Performance Analysis

John A. Martilla, John C. James, J. James, 1977 .

Word-of-Mouth Communication in the Industrial Adoption Process

John A. Martilla, 1971 .

Four Subtle Sins in Marketing Research

Davis W. Carvey, John A. Martilla, 1975 .

Four Subtle Sins in Marketing Research

John A. Martilla, D. Carvey, 1975 .

Importance-Performance Analysis : Common Misuse of a Popular Technique

John A. Martilla, 2016 .

Importance-Performance Analysis

John A. Martilla, J. James, 1977 .