The House That Mammography Built
The House That Mammography Built
This chapter details the advent of breast cancer cause-related marketing. Cause-related marketing is a strategy whereby a company enhances its public image and drives consumers to its products by affiliating itself with a favored cause or issue. Breast cancer cause-related marketing has benefited from mammography screening in three principal ways. First, it was the mammography-induced breast cancer “epidemic” of 1987–1991 that led to the emergence of a new wave of activism which drew the attention of the nation and its political leaders to this disease. Second, for every woman diagnosed with breast cancer, there are at least an additional twenty people—family, close friends, co-workers, and others—who are “touched” by the diagnosis. These are the individuals who are most likely to be influenced by pink marketing. Finally, the frequent, well-publicized mammography controversies over the past twenty years and more have kept breast cancer a “hot topic” in the public square.
Keywords: mammography screening, mammograms, breast cancer, secondary economy, cause-related marketing
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