haku: @indexterm COST CONTROL / yhteensä: 336
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| Tekijä: | Lowry, J. R. |
| Otsikko: | A Primer for Lean Marketing |
| Lehti: | Business Horizons
2003 : MAY-JUN, VOL. 46:3, p. 41-48 |
| Asiasana: | MARKETING PLANNING COST CONTROL |
| Kieli: | eng |
| Tiivistelmä: | When there is a downturn in business, companies usually initiate actions to cut their costs. But this does not achieve the greater goal of maintaining a continually lean organization that minimizes waste and maximizes efficiency. For lean marketing to be successful, it must have a dedicated champion ready to move the lean marketing program forward, to be a strong advocate of lean thinking. The five principles of lean thinking include: providing value, creating a value stream, generating flow, employing pull, and creating perfection. Apply them to the marketing planning process and the mix of product, price, promotion, and place and- voila! You have lean marketing. |
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