The titles of scientific articles have a special significance. We examined nearly 20 million scientific articles and recorded the development of articles with a question mark at the end of their titles over the last 40 years. Our study was confined to the disciplines of physics, life sciences and medicine, where we found a significant increase from 50% to more than 200% in the number of articles with question-mark titles. We looked at the principle functions and structure of the titles of scientific papers, and we assume that marketing aspects are one of the decisive factors behind the growing usage of question-mark titles in scientific articles.

Although the evaluation of knowledge in the form of a quantitation of scientific output is not uncontroversial, it is a widely practised form of science evaluation. For more than 30 years, the Science Citation Index (SCI) has been alone in fulfilling mis purpose. But since 2005 Scopus is a direct competitor to the SCI-databases. Comparing the two databases should help to answer questions that could have repercussions for the future generation of bibliometric analyses. The results of the comparison will allow us to more reliably rate Scopus, as a new data source, against the established SCI. In future, people who generate bibliometric analyses must be able to justify why they chose to use one database and not the other. It will not be enough to simply claim that SCI is the established source.

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In this article, we look at the philosophy of customer focus and value, and how dental practices can produce and deliver high customer value and satisfaction, to retain as well as attract their customers-the patients. Total quality concepts will also be discussed in the context of their relationship with marketing activities. In all cases, where 'customer' is referenced, this means 'patient' in the context of a dentistry, since patients are the customers, their requirements must be considered in targeting the marketing of a dental practice.