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The Mind Share Market
The definitive reference on free vs. paid business models. Marketing has been practiced for centuries around one central tenet: creating an effective message to potential customers so as to generate sales and profits. This method, while proven, is flawed by incompleteness: the message carries no value; only what is sold does. In recent decades, marketers added value to advertising and created so-called "free products". The Mind Share Market uncovers this hidden customer segment that can make or break a business. Through the story of Maria Ezrati, CEO of Etymologic Corporation and over 15 real world examples, executives and managers in all industries will find a philosophical and practical blueprint to understand the dynamics of a zero price.
Aspects of Femoral Trochlear Dysplasia
Maybe it´s the strange name, but it's extraordinary how little attention the common condition in the knee named trochlear dysplasia (which means a flat groove in the kneecap) has received. Contrary to popular belief, at least in its mild forms, trochlear dysplasia is a common knee condition and doctors, orthopedic surgeons, physiotherapists, and chiropractors who see, guide, and treat patients with anterior knee pain, unstable kneecaps, and osteoarthritis of the knee, should know about trochlear dysplasia. What causes the condition, what are the symptoms and how can we assess it? This book – which is the first of its kind – is a reference work, serving as a compendium for trochlear dysplasia, based on available scientific literature concerning trochlear dysplasia and adjacent areas, such as operations like trochleoplasty. Radiologists in particular who must assess the degree of trochlear dysplasia should immerse themselves in the relevant imaging options.
Surgery of the Meniscus
This book, published in cooperation with ESSKA, provides an exhaustive review of the meniscus and its pathology, covering all aspects from the basic science of the normal meniscus to clinical and imaging diagnosis, meniscus repair and meniscectomy, outcomes and complications, postoperative management, and emerging technologies. The book opens by examining in depth aspects such as anatomy, histology, physiology, biomechanics, and physiopathology. Clear guidance is offered on arthroscopy and the classification of meniscal lesions, with consideration of the full range of meniscal pathology, including traumatic lesions, degenerative lesions, root tears, meniscal cysts, and congenital lesions. Choice of treatment in different settings is explained, and the various surgical techniques – meniscectomy, meniscal repair, and reconstruction with allografts – are described in detail with the aid of accompanying videos and with presentation of long-term results. The concluding chapter takes a look into the future of meniscus reconstruction, for example through regeneration using mesenchymal stem cells.
ESSKA Instructional Course Lecture Book
This book, comprising the Instructional Course Lectures delivered at the 17th ESSKA Congress in Barcelona in 2016, provides an excellent update on current scientific and clinical knowledge in the field of Orthopaedics and Sports Traumatology. A variety of interesting and controversial topics relating to the shoulder, elbow, hip, knee, and foot are addressed, all of which are very relevant to the daily practice of orthopaedic surgeons. The coverage includes a number of open questions, such as: How should complications be handled during rotator cuff surgery? What errors may occur during anterior cruciate ligament surgery? How much attention must be paid to meniscal root tears? Do we now understand the pathology of osteoarthritis sufficiently well and do we always identify the most successful treatment for our patients? All of the contributions are written by well-known experts from across the world. The presentations will enable the reader to gain a better understanding of pathologies and may permit more individualized treatment of patients. The book will be of interest to clinicians and researchers alike.
The Unhappy Total Knee Replacement
This book addresses the need for improved diagnostic and treatment guidelines for patients in whom total knee arthroplasty (TKA) has had an unsatisfactory outcome. It opens by discussing the basics of TKA and the various causes of failure and pain. Diagnostic aspects are considered in detail, with attention to advances in clinical investigation, laboratory analysis and in particular, imaging techniques. In addition, helpful state of the art diagnostic algorithms are presented. Specific pathology-related treatment options, including conservative approaches and salvage and revision TKA strategies, are then explained, with identification of pitfalls and key points. A series of illustrative cases cover clinical scenarios frequently encountered in daily clinical practice. The evidence-based, clinically focused guidance provided in this book, written by internationally renowned experts, will assist surgeons in achieving the most effective management of these challenging cases.
The ACL-Deficient Knee
This book approaches the ACL deficient knee from a different perspective than those of the previous classical ways. The common approach is the analysis of closed compartments; anatomy, biomechanics, physical findings, imaging, surgical treatment and rehabilitation. The approach of this book is completely opposite, focusing on questions, controversies, problem analyses and problem solving, besides analyzing the possibility of prevention. Therefore, in each chapter, the biomechanics, anatomy, and other areas that are relevant to the topic are reviewed. There are chapters where highly specialized surgical techniques are presented (acute ACL repair, double bundle reconstruction, chondral lesions treatment or meniscal transplant). These chapters are written by internationally renowned specialists that are pioneers in the topic analyzed. Another interesting aspect of this book are the step by step surgical techniques videos, that will allow a knee specialist to perform the technique presented by the author. Moreover, the videos will include anatomy and physical therapy techniques.
ESSKA Instructional Course Lecture Book
This book, comprising the Instructional Course Lectures delivered at the 19th ESSKA Congress in Milan in 2021, provides an excellent update on current scientific and clinical knowledge in the field of orthopaedics and sports traumatology. It addresses a variety of interesting and controversial topics relating to the shoulder, elbow, hip, knee and foot, all of which are highly relevant to orthopaedic surgeons’ daily practice. Featuring contributions written by leading experts from around the globe, it enables readers to gain a better understanding of pathologies, which in turn can lead to more individualized treatments for patients. The book is of interest to clinicians and researchers alike.
Capital Cities: Varieties and Patterns of Development and Relocation
The issue of capital city relocation is a topic of debate for more than forty countries across the world. In this first book to discuss the issue, Vadim Rossman offers an in-depth analysis of the subject, highlighting the global trends and the key factors that motivate different countries to consider such projects, analyzing the outcomes and drawing lessons from recent capital city transfers worldwide for governments and policy-makers. Capital Cities studies the approaches and the methodologies that inform such decisions and debates. Special attention is given to the study of the universal patterns of relocation and patterns specific to particular continents and mega-regions and particular p...
The Future of Orthopaedic Sports Medicine
In this book, leading international thinkers in the still nascent field of orthopaedic sports medicine consider what the future holds and give their views on what we should be most worried about. The range of issues addressed is wide, encompassing technological threats, environmental concerns, big data and its ramifications, the influence of industry, academic ethics, and much more. Many of the identified dangers are not yet on the popular radar, and these are the principal focus of the book. On the other hand, attention is also paid to misplaced fears, with explanation as to why these anxieties can be laid to rest. The contributors are leading thinkers in the field and include original pioneers of sports medicine, senior and newly appointed orthopaedic surgeons, orthopaedic trainees, and sports medicine physicians. In addition, leaders of industry in sports medicine and allied health professionals from around the world share their fears. This compelling and thought-provoking book, published in collaboration with ISAKOS, will appeal to all stakeholders in orthopaedic sports medicine.
