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Importance-Performance Analysis

19773,402 citationsJournal Article

Authors

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.

Topics & Keywords

Big Data and Business Intelligence

Publication Details

Published in: Journal of Marketing

Volume 41, Issue 1, pp. 77-79

DOI: 10.1177/002224297704100112

Field-Weighted Citation Impact: 0.00

Importance-Performance Analysis | Researchclopedia