Some economic conditions change gradually and sometimes sudden discontinuities occur whereas other conditions remain stable for decades, even centuries. In this sense there is always a new economy in the making. The author claims that marketing theory lags behind and that marketing as it is taught and researched today is a relic of the 1960s, patched up with decorations such as services, relationships and ebusiness. Academe is hiding behind an allegedly scientific front of deductive and reductionistic customer surveys, applying increasingly sophisticated statistical techniques that process data of decreasing quality. Generation of marketing theory requires more of inductive and systemic case study research allowing us to confront the complexity, ambiguity and dynamism of the real world with more common sense and less ritual. We need to keep developing marketing theory to avoid turning education into brainwashing. New marketing theory should focus on the value of the total offering; a balance between productioncentric and customercentric aspects; and should recognize relationships, networks and interaction as core variables.

Question 1

In the diet of hypercholesterolaemic patients, should milk and other

dairy products be restricted?

Question 2

Should a 20-year-old, either male or female, with a blood cholesterol

level of 300 mg/dL and with hypercholesterolaemic parents, be treated?516019

Question 3

Why are lipid-lowering drugs (statins) administered at bed time?

Question 4

What is the best statin now and what is your opinion about Crestor 10 mg

(rosuvastatin) and Lescol XL (fluvastatin sodium)?

Question 5

How long do statins take to achieve their maximum benefit?

Question 6

If, after 4 months of taking simvastatin (20 mg daily), a patient with

hyperlipidaemia and hypertension has an increased aspartate transferase

(AST) of up to 60 U/L, with a normal alanine transferase (ALT), what

action should I take?

Question 7

How long should the statins be continued once the lipid profile returns to

normal? Can we stop the statins once normal levels are attained and then

continue with diet modification?

Question 8

What is the exact mechanism of corneal arcus? What is its clinical

significance? What is its relationship to hyperlipidaemia? Is there any

effective treatment in medicine or alternative medicine to remove

corneal arcus?

Question 9

What is the best drug to be added to a statin in a case of familial

hypercholesterolaemia not responding to lifestyle and diet modification

plus a statin?

Question 10

Can diabetes mellitus cause Horner's syndrome? If so, how?