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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
research article
Published by
SAGE Publications
in
Journal of Marketing
Vol. 41
(1)
,
77-79
https://doi.org/10.1177/002224297704100112
Abstract
An easily-applied technique for measuring attribute importance and performance can further the development of effective marketing programs.
Keywords
PERFORMANCE ANALYSIS
IMPORTANCE PERFORMANCE
APPLIED TECHNIQUE
ATTRIBUTE IMPORTANCE
EFFECTIVE MARKETING
EASILY APPLIED
MARKETING PROGRAMS
MEASURING ATTRIBUTE
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Open Access
Cited by 1172 articles