In this book, the authors introduce Decision Equity as a breakthrough, overarching metric that can help free marketing managers from their existing mental models, and provide avenues to efficiently convert the vast amounts of data at their disposal into powerful information to make informed long-term and short-term decisions about products, customers, markets, and overall business health. There are four key objectives that we wish to achieve through this book.First, they to introduce the underpinnings of a new flow-based measurement and management process that can promote truly unshackled thinking both within the marketing function as well as at its interface with other functional areas. Second, they demonstrate how firms can win by learning to conceptualize and discover the linkages between marketing and related non-marketing actions and their ultimate marketplace and financial consequences. Third, they provide guidance for how marketing managers and CMOs can significantly improve the outcomes of their decisions by following a verification-based linkage discovery process to connect marketing actions to profits. And fourth, they provide evidence for the efficacy of verification-based thinking centered on the principles of Decision Equity from successful marketing interventions and implementations in well-known organizations.

This clinical handbook is a complete guide to the use of nitrous oxide when performing dental procedures in children. Nitrous oxide offers the easiest and safest form of pharmacological behavior management in this age group and can help greatly in reducing fear and anxiety toward dentists and dental treatment. Importantly, its use in children differs from that in adults, owing in part to the need for appropriate behavior management skills. In considering a range of clinical scenarios in which nitrous oxide is of value, this book will support clinicians in their daily practice. All aspects are covered, including rationale, basic science, mechanism of action, equipment, scavenging systems, technique, monitoring, safety, toxicity, documentation, and team building. Guidance is also provided on the use of nitrous oxide in special pediatric populations requiring oral health care. The book is supplemented by videos that will help readers to comprehend the text easily and to perform the technique efficiently and effectively.