Superb second-half goals from Radoslaw Majewski and Chris Cohen sent Nottingham Forest second in the Championship with victory at West Brom.
Dexter Blackstock muscled his way past his marker to give Forest the lead as the hosts failed to fire early on.
After the break a spectacular volley from Majewski was quickly followed by a flowing team move for the third.
Roman Bednar slotted home to ignite faint hopes of a Baggies' comeback but it proved too little too late.
Roberto di Matteo's West Brom side had threatened first with Wes Morgan having to keep a careful watch on Jerome Thomas's jinking run before blocking his attempt to beat Forest keeper Lee Camp at the near post.
The visitors missed a glimmer of an opening when Cohen screwed his shot wide from the edge of the box but were ahead soon after.
From Majewski's corner, Blackstock squirmed away from debutant Gabriel Tamas and guided a volleyed finish into the net off the inside of Scott Carson's post.
West Brom's response was muted with Thomas's tame long-range effort and Luke Moore's clever, but over-hit, through-ball the best they could muster.
With Paul McKenna and Guy Moussi asserting themselves in midfield, Forest gained the upper hand and the home side, straining hard to recover and retain possession, ended the half to a chorus of boos.
The home fans' mood darkened further after the break as Forest took the game out of reach.
Moussi won a ball on the edge of the box all too easily and Chris Gunther advanced down an unmanned right flank before crossing deep for Majewski to supply an explosive finish.
Three minutes later Moussi and Gunther again combined, allowing Cohen to put the visitors all but out of sight with a precise, low shot from 20 yards.
West Brom were belatedly fired into action when McKenna escaped with a booking after he planted his studs into Gianni Zuiverloon's shin.
Graham Dorrans robbed Morgan out on the left and a raking crossfield pass found Bednar, who slotted the ball beneath Camp to ruin his chances of a club record seventh consecutive clean sheet.
The Scotland international almost provided again when his floated cross found Jonas Olsson's head but Camp was down quickly to push the ball wide.
After more than a year out of action, Ismael Miller returned for West Brom from the bench but, despite a handball shout against Kelvin Wilson and a fierce long-range effort, could not inspire the comeback.
West Brom boss Roberto di Matteo: "It's probably been the worst performance that we've had this season.
"We didn't play tonight which is very unusual for us. There were quite a lot of players that didn't perform to the level we know they can.
"It's a bad defeat against Forest, credit to them they played well."
Nottingham Forest manager Billy Davies:
"It's a very important three points and psychologically it's a very important win, but I genuinely still feel it's only three points at this stage of the season. It's no more.
"We had to come here and justify our position in the league.
"That is why I'm delighted that we've come here against a very good side and played some wonderful stuff.
"We're making very good progress but it's not over until the fat lady sings. There's a lot of games left and we've just got to make sure no complacency comes in."
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