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The Big SqueezeA Social and Political History of the Controversial Mammogram$
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Handel Reynolds

Print publication date: 2012

Print ISBN-13: 9780801450938

Published to Cornell Scholarship Online: August 2016

DOI: 10.7591/cornell/9780801450938.001.0001

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The House That Mammography Built

The House That Mammography Built

(p.72) 7 The House That Mammography Built
The Big Squeeze

Handel Reynolds

Cornell University Press

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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