‘The triple win’: Why marketers have an ‘essential seat’ in the NPD process
If NPD “hits all of the elements of a good marketing strategy”, why aren’t more marketers influencing innovation?
The 4Ps of product, price, place and promotion are generally cited as the four cornerstones of modern marketing practice. But, according to marketers who took part in Marketing Week’s 2025 Career & Salary Survey, influence over the 4Ps cannot be taken for granted.
In particular, the first P – product – is in danger of becoming a bone of contention. Marketing Week’s data shows marketers are twice as likely (88.7%) to have influence over advertising and communications as they are over innovation/NPD (48.5%) or other decisions about product (48.8%).
Those figures aren’t necessarily a surprise, says Yoplait head of marketing Ewa Moxham. A straw poll of her peers showed they feel the same way. Of the 4Ps, promotion is certainly the one over which marketers have the most influence, she says. They may have to work harder to match that level of input for the other three.
