MARKETING CONCEPTS OF LEAN MANUFACTURINGIN THE ENTERPRISE

The research topic is devoted to the study of marketing concepts that promote the implementation of lean production in enterprises.lean production is a modern management strategy that focuses on minimising costs, reducing waste, increasing the efficiency of production processes and meeting consumer needs with minimal losses.In the context of growing environmental awareness and the need to optimise resources, marketing strategies focused on maintaining lean production principles become of key importance for increasing the competitiveness of the enterprise.The study will review the main marketing approaches and tools that can be applied to promote lean production concepts among consumers and stimulate loyalty to the company's environmentally responsible activities.