Investigates the National Blood Transfusion Service (NBTS) in the UK, stating it is the section of the NHS charged with ensuring the constant supply of blood to the UK's hospitals – though it does suffer from a range of problems, owing to its dependence on volunteer contributions. Covers research into blood donors and their motivation. Findings from earlier research are integrated into the marketing approach represented here. Uses a questionnaire to discover and discuss comments and issues raised. Summarises that after examining the research findings the focus is on two main questions: the nature of the image people have of the NBTS and the importance of that image.
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