Abstract: Research on such complex interventions requires special methods and research designs . Currently, case study designs are the most frequently used. While this design can provide useful insights, it has serious limitations regarding generalizability and inter-subjectivity. Along with the other methodological issues surrounding the evaluation of lean thinking, which we mentioned in the introduction, it is safe to say that not only more research, but also higher quality research is needed. At this time, to state that ‘the lean message is 100% positive’ seems a bit of a stretch. Research has also highlighted other factors that are influencing the move towards systems managing the total marketing operation. From a workload point of view BTL marketing creates significant demands on the department. Instead of completing say one advert in a national paper BTL may require five individual adverts in specific interest magazines supported by five tailored mailshots that will be different to reflect the particular interests of the prospective customers. Although the budgets for BTL have grown, very few companies have budgeted for increases in staff (based on responses to PIPC survey), or for the significant extra costs which BTL will incur (eg print runs for different brochures will be smaller so printing costs will rise). So many departments struggle to find ways to absorb the work and costs. It is an accepted truth that Below The Line marketing (BTL) delivering personalized messages directed at specific sectors of the market is the most effective way to communicate with the required audience.
Keywords: lean principles: lean management; customer demand.
2020.1.1-5