Lean Marketing

Lean Marketing
Managementkonzept im Marketing, das durch das Überdenken von Marketingstrukturen Stoßrichtungen für die Entwicklung von Unternehmenskonzepten aufzeigen will.
- Ziel: Erstellung ganzheitlicher strategischer Konzepte; nicht eine einzelne Erfolgsposition wird angestrebt, sondern die gleichzeitige Erzielung mehrerer Wettbewerbsvorteile ( Wettbewerbsstrategie).
- Kernelemente: Ganzheitliche Sichtweise, Prozessorientierung, Kundenorientierung, Mitarbeiterorientierung, Zulieferintegration, Konzentration auf Kernkompetenzen.

Lexikon der Economics. 2013.

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