Category: (3) eTOM Process Type
Process Identifier: 1.1.14.1
Original Process Identifier:
Maturity Level: 4
Define the specific communications strategy to be used for positioning the enterprise in the marketplace, including its relationship to competitors.
The Define Marketing Communication Strategy defines the specific communications strategy to be used for positioning the enterprise in the marketplace, including its relationship to competitors. Establish Market Strategy defines the overall umbrella, and this process operates within that umbrella to target the messages for the enterprise in general, specific product offerings, and marketing campaigns. It defines a set of arguments and information needed for creating and developing specific communications.