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SOCIAL MARKETING AND INTERGENERATIONAL DIALOGUE -A NEW RESEARCH APPROACH TO RESOLVE PROBLEMS IN PARTNER COMMUNICATIONAL RELATIONSHIPS
Nataša Demšar Pečak
; Alma Mater Europaea, Maribor, Slovenija
Marija Ovsenik
; Alma Mater Europaea, Maribor, Slovenija
Sažetak
The article intertwines two different fields of science where we can see how very much connected they actually are. The first one is the field of partner relationship in relation to intergenerational dialogue and the second one is social marketing. To the best of our knowledge, this research issue is almost unaddressed in the literature. The purpose of social marketing is to change different socially undesirable, unacceptable and harmful ways of behaviour. The issue of partnerships is by its nature one of the most intractable ones, because a lot of partners are ashamed to reveal their problems. The article is focused on the change of the behaviour of partners and other family members from which it is required to change deeply rooted beliefs and patterns of behaviour or the way of behaviour that are transmitted from generation to generation. Intergenerational transmission is one dimension of the larger concept of intergenerational relations. Through intergenerational dialogue people from different generations can learn new things together, learn from one another, or teach one another. This article describes how it is possible to apply social marketing to relevant issues within the marriage and family field. It also presents a study whose purpose is to determine whether social marketing is the right intervention and motivational approach to resolve problems in partner relationship (target group), who are faced with problems such as mutual conflict, inadequate communication, problems of alienation, emotional separation, marriage infidelity, various dependencies, mental or physical violence and problems in raising children.
Ključne riječi
social marketing; partner relationship; intergenerational dialogue; prevention programs; intergenerational transmission; behaviour patterns
Hrčak ID:
127958
URI
Datum izdavanja:
30.9.2014.
Posjeta: 2.199 *