Subculture: A Bargain Concept in Marketing Education

Abstract

Marketing educators have expanded the concept of subculture to the point that it is difficult for students to understand its true meaning and appreciate the efficacy and limits of subculture as a marketing tool. This paper examines the roots of subculture and the many definitions and meanings attached to subculture in marketing education. The authors discuss the confusion resulting from a subculture concept that has become “spongy” and absorbed many meanings and definitions, although few applications. An attempt is made to reduce the confusion by specifying what a subculture is, what it is not, and why, and when the subculture concept is relevant to marketing. Recommendations are made for the presentation of subculture in marketing education.

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