Examining the “customer” metaphor in hospitals : a case study of Singapore

• Main Authors: Eng, Casie Pei Shi, Eng, Charissa Siok Yee, Chai, Justin Min How, Lam, Guat Jane
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Marketing::Customer services
• Online Access: http://hdl.handle.net/10356/38837
• Institution: Nanyang Technological University

In a competitive society, marketing is done by organisations in order to differentiate themselves from the multitudes of offerings available to the masses. Every day we are bombarded by advertising messages at every corner. It has become so prevalent that even social institutions see the need to mar...