<p>Copyright TM Forum 2005<br/></p><p><br/></p><p><b>Extended Description</b><br/></p><p><br/></p><p>This horizontal functional process grouping focuses on the knowledge of running and developing the core business for an Information & Communication Service Provider enterprise. It includes functionalities necessary for defining strategies, developing new products, managing existing products and implementing marketing and offering strategies especially suitable for information and communications products.<br/></p><p><br/></p><p>Marketing and offer management are well known business processes, especially in the more competitive ebusiness environment, where the rate of innovation and brand recognition determine success. Although most companies carry out all these activities, depending upon the size of the company, they are combined in a variety of ways. These processes are enabling processes, but also the key processes that are accountable for commitment to the enterprise for revenue, overall product results and profit and loss.  These processes deal with the creation of product, markets and channels; they manage market and product strategies, pricing, sales, channels, new product development (and retirement), marketing communications and promotion.<br/></p>