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The Asian Media & Mass Communication Conference 2010 Osaka, Japan Marketing organization • Marketing plan • Goals and objectives • Customer/prospect databases Advertising agency • <strong>Research</strong> • Creative strategies • Production • Message placement Specialized promotion organizations • Media organizations • Event management firms • Web site designers • Sales promotion agencies • Direct marketing agencies • Public relations firms • P-O-P (point of purchase) agencies ad designers IMC Management Promotional communications and tools • Advertising • Internet advertising • Direct marketing e-commerce • Sponsorship P-O-P supportive • Public relations • <strong>Person</strong>al selling Figure 4: Marketing plan, IMC management and PR as a tool of marketing, modified from Semenik (2001) 367
The Asian Media & Mass Communication Conference 2010 Osaka, Japan The definition of marketing has been amended and revised from time to time. American Marketing Association (1985) defined marketing as “the process of planning and executing conception, pricing, promotions and distribution of goods, ideas and services to create exchanges that satisfy individual and organizational goals”. In year 2004, this definition has been revised to that “marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders”. Those definitions have merely highlighted the relationships between marketing and communication, which in this context of communication it is referred as PR. There is no definite reference of CSR as marketing in so far as in the case of PR and marketing concerned. Somehow there are CSR related issues in marketing that brought to the attention of researchers. Those researchers include Vaaland, Heide and Gronhang (2008) regarding CSR in the marketing context; Andersen and Skjoett-Larsen (2009) on green supply chain; Valor (2007) on strategic plan for corporate philanthropy where cause-related marketing was discussed in the process of communications; Karna, Hansen and Juslin (2003) on environmental marketing. In so far no direct definition is given to the relationship between CSR, PR and marketing. The progressive definition in this paper has highlighted the intersections of them. CSR, PR and Marketing in Malaysia CSR has received most public attention in the developed countries, and it has also been of major concern in Malaysia in recent years. Those several non-governmental organizations like “Sahabat Alam Malaysia”, Federation of Malaysian Consumers Association (CAP) and many others have raised issues relating to environmental pollution, health hazards, product safety, discrimination against the handicapped, and drug abuse (Md Zabid and Saadiatul Ibrahim, 2002). As stated in Md Zabid and Saadiatul Ibrahim’s (2002) article regarding CSR in Malaysia, research studies were mostly on corporate social involvement, social reporting and social performance. Whereas Nejati and Azlan Amran (2009) are focusing on identifying the motivation for CSR practice where most companies of the research mentioned that they were not receiving any benefits for practicing CSR activities. Malaysian SMEs are practicing CSR because of their own benefits and values, religious thoughts, and pressure and encouragement from stakeholders. A report of Norwegian Web Site on 20 May 2010 (http://www.norway.org.my/News_and_events/ Business/Bedriftenes-Samfunnsansvar/) revealed that “the focus on CSR in Malaysia has increased in recent years, in line with international trends”. Before hand there is a guide book on CSR framework in Malaysia titled The Silver 368
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