Concerning itself with understanding how marketing methods and tools can be of benefit to healthcare professionals, health marketing is an area of research that has grown substantially in recent years. Of much interest to the sector is whether awareness campaigns are effective in increasing the public’s perceived vulnerability to any given disease.

RSM Discovery Magazine Collection
RSM Discovery - Management Knowledge
This article is based on the research paper “Gender salience and perceived vulnerability to breast cancer”, Journal of Marketing Research, June 2011.
Rotterdam School of Management (RSM), Erasmus University

Puntoni, S, Sweldens, S, & Tavassoli, N.T. (2011). Gender identity and breast cancer campaigns. RSM Discovery - Management Knowledge, 7(3), 4–6. Retrieved from


Additional Files
8.jpg Photo Image , 96kb