Abstract: In today’s era, it is no news that organizations should
demonstrate honest conduct as well as ethical administration.
Therefore, the concept of corporate social responsibility
(subsequently CSR) has created its tag upon the company’s focal
point as well as marketing communications, and will continue in the
future. The importance of CSR has increased in the last decade, and
this concept has attracted global attention. The notion of CSR has
strategic significance for many organizations. However, businesses
are not adapting the activities of CSR that benefit to all of its
stakeholders (including society). The main reason is the practitioners
are unfortunately unable to comprehend its importance; and
therefore, the activities of the CSR are so detached from the business
activities. Hence, it is required to develop an understanding that the
activities of CSR are not only beneficial for the society but it also
benefit to business. This paper focuses on the concept of strategic
CSR, and develops a theoretical framework that will help
practitioners to filter and chose the activities of CSR that are strategic
in nature.
Abstract: Colour choice has become a common strategy and
correlates highly with marketing. Three broad functions can be
identified for colour in a building context especially applied in
marketing communications, which are its role as an important
parameter in illumination designs, its capacity to influence the visual
appearance of a building in a predictable manner and as an aesthetic
function. The review of literatures shows that colour has an impact on
online marketing communications, and relations between colour, web
and marketing communications.
Abstract: There has been a growing emphasis in
communication management from simple coordination of
promotional tools to a complex strategic process. This study will
examine the current marketing communications and engagement
strategies used in addressing the key stakeholders. In the case of
fertilizer industry in Malaysia, there has been little empirical
research on stakeholder communication when major challenges
facing the modern corporation is the need to communicate its
identity, its values and products in order to distinguish itself from
competitors. The study will employ both quantitative and qualitative
methods and the use of Structural Equation Modeling (SEM) to
establish a causal relationship amongst the key factors of stakeholder
communication strategies and increment in consumers-
choice/acceptance and impact on financial performance. One of the
major contributions is a conceptual framework for communication
strategies and engagement in increasing consumers- acceptance level
and the firm-s financial performance.