The forgotten P? What marketers can bring to ‘place’ strategy
Out of all the 4Ps, marketers are least likely to have influence over place. But the marketing function can bring valuable contributions to discussions around distribution strategy.
Less than one in three marketers report having influence over their brand’s distribution strategy, despite place being a crucial part of the 4Ps.
The 4Ps of product, price, place, and promotion are widely recognised as the four vectors of marketing strategy. Yet, according to respondents to Marketing Week’s Career & Salary Survey, many marketing departments are restricted to solely the promotion or communication vector.
Place is the P that marketers are least likely to influence, according to the survey, with just 32.7% of respondents stating that they or their department have influence or control over their company’s distribution strategy.
