Lean Marketing Definition
Ted Garrison, Management Consultant, United States
One of the most misunderstood terms is the term "Lean" with regard to business. It's not about doing things cheaper or spending less. It's about doing things better. It's about removing non value added services, usually defined as waste
. Obviously, if you remove waste you will lower costs. The subtle difference is by removing waste you lower the right costs - too often when people simply attempt to lower costs they don't just take out the fat, they remove the muscle - in essence stuff that adds value for the client.
@Khalil Ahmed Arbi
: right on. Lean is about delivering better value to the client. A major role of marketing is marketing research - better understanding what clients need. By doing this you can remove things that don't add value and add things that add value - that is a true definition of lean marketing.