Work

Subculture: A Bargain Concept in Marketing Education

Year: 2007

Type: article

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.

Source: Journal for Advancement of Marketing Education

DOI: 10.63963/001c.150458

Authors: Shaheen Borna, James M. Stearns, Dheeraj Sharma

Institutions: Miami University, Ball State University

Language: English

Topic: Management and Marketing Education

Subfield: Management of Technology and Innovation

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Quality education

Open Access status: hybrid

OpenAlex ID: W2182806590