managerial accounting Business law It is in this context that the case study method becomes relevant. Thismethod allows the reader, first, to train him or herself to analyse situations and environments, and secondly, to develop these thought processes so as to enable proposals for action in various areas of marketing, which together help to reduce the uncertainty faced by businesses. The case studies examined in this book build on a diverse range of real life situations, and enable students to decide on action based on real information and data. A case can be focused on a specific issue (whether technical, human, financial, marketing, competitive, or industrial-related) but it is important to note at the outset that no issue is ever really isolated from the other aspects of a company, the situation of a company being the result of the overall balance (or imbalance) of all its services. In practice, the data available in a case study will never be complete fand sufficient. Also, not all information provided will necessarily be needed to resolve the case, but may be included so as to give a wider view of the company's context and its environment. Thus, the reader is encouraged to learn about the company and the relevant market to enable a comparison between the data provided and the data gathered and compiled, which will ensure the validity of the information and improve the decisions taken. As in any real-life situation, the proposals developed must always take into account the human context within which the firm operates. One must also bear in mind that, in business, there are no ideal decisions, only reasonable solutions!

21 Does the combination of aluminium and magnesium hydroxide, given as an antacid, decrease the absorption of omeprazole if these are co-administered to help relieve heartburn quickly?

22 Should proton pump inhibitors be used with caution in patients with renal impairment?

23 Has cisapride been withdrawn from the market because of the danger of ventricular fibrillation?

24 In peptic ulcer disease: 1. What are the indications for an upper gastrointestinal endoscopy? 2. As this is an invasive procedure, is an oesophagogastroduodenoscopy (OGD) or barium meal X-ray preferable?

25 Is telithromycin as, or more, effective than clarithromycin in the treatment of Helicobacter pylori? If so, what is the recommended dosage and how long should treatment be continued?

26 Currently favoured regimens for eradication of Helicobacter pylori are triple therapy with a proton pump inhibitor along with two antibiotics for 1 week. For example: Omeprazole 20 mg metronidazole 400 mg and clarithromycin 500 mg (all twice daily). Omeprazole 20 mg clarithromycin 500 mg and amoxicillin 1 g (all twice daily). Resistance to amoxicillin has not yet been demonstrated. Previously, regimens such as omeprazole, metronidazole, amoxicillin and clarithromycin were recommended; are these regimens no longer used? The reason behind this question is the 'sky-high' cost of clarithromycin in Pakistan, which is inversely proportional to patient compliance (that is, low-cost regimens tend to have a higher rate of compliance)

27 What is the difference between the management of a gastric and of a duodenal ulcer?

28 How does omeprazole suppress Helicobacter pylori?

29 Does omeprazole cause rebound hyperacidity? Does this also apply to H2-blockers?

30 On (K&C 7e, p. 249), you state that the postsynaptic neurotransmitter that inhibits the relaxation of lower oesophageal sphincter (LOS) is nitric oxide (NO). I have understood NO to promote relaxation of LOS by acting on the non-adrenergic, non-cholinergic (NANC) inhibitory neurones, which inhibits the action of cholinergic excitatory neurones. Could you please explain this paradox?