Lean management applied to marketing aims to evaluate the effectiveness of a communication campaign in order to maximize its return on investment. Originating in Japan, lean management, literally “management without fat,” is an approach designed to eliminate all forms of waste within a company. Initially developed by the automaker Toyota, this concept is sometimes called Toyotism and is widely used in industrial production under the name lean manufacturing.

In the industrial sector, where the costs associated with waste can be considerable, lean management proves particularly effective. Indeed, a production line stoppage leads to unnecessary wage expenses, while unsatisfactory product quality necessitates repairs or even rework. This approach can also be adapted to intellectual services, particularly by IT engineering service companies.

Lean management has now found application in the field of marketing, under the name lean marketing. While essentially about optimizing campaigns by measuring their effectiveness and maximizing their return on investment (ROI), this approach is distinguished by its more targeted and rigorous methodology. Specialized lean management training courses are available to learn more about this approach.