•	What is the role of patient choice in treatment?
	•	Why should US companies bother with European markets?
	•	Global branding is dead, long live regional marketing.
	•	There’s no such thing as a market. All markets are made up of distinct segments.
	•	The main criterion in determining your corporate image is the personality of your reps.
	•	As commissioners gain the upper hand, how cost effective are your products?