Buku ini berisikan tentang, Marketing Scales Marknesis Centre For Marketing Knowledge and Entrepreneurship, Bagian Satu: Pendahuluian - 1, Bab 1 Skala Pengukuran dalam Pemasaran-3, Bagian Dua: Orientasi dan Implementasi Strategi Pemasaran - 45, Bab 2 Market Orientation (Markor) - 47, Bab 3 Praktik Pemasaran Kontemporer - 69, Bab 4 Faktor-Faktor Implementasi Strategi Pemasaran - 73, Bab 5 Service Orientation (Serv*or) - 81, Bab 6 Persepsi Wiraniaga Tewrhadap Etika Ritel - 89, Bab 7 Selling Orientation-Customer Orientation (Soco)-105, Bab 8 Learning Orientation, Working Smart, dan Penjualan Efektif - 111, Bab 9 Export Market Orientation - 125, Bagia Tiga: Perilaku Pembelian - 139, Bab 10 Perceived Value (Perval) - 141, Bab 11 Etika Konsumen - 147, Bab 12 Aktivitas Information Acquisitin Konsumen Jasa - 153, Bab 13 Perceived Risks dan Perceived Value - 161, Bab 14 Consumer Needs For Uniquenees (CNFU) - 167, Bab 15 Consumber Self-Confidence - 173, Bab 16 Consumber Susceptibility To Interpersonal Influence - 177, Bab 17 Consumber Voluntary Performance - 181, bab 18 Intergenerational Communication And Influence (IGEN) - 187, Bab 19 Worldmindedness And Nationalism - 193, Bab 20 Consumber Ethnocentrism ( Cetscale) - 203, Bab 21 Variety -Seeking Beha Vior - 207, Bab 22 Pembelian Impulsif - 2013, Bab 23 Hedonic Shopping Motivations - 219, Bab 24 Kriteria Evaluatif Keputusan Pembelian market Mavens/223, Bagian Empat: Manajemen Merek - 227, Bab 25 Consumber-Rased Brand Equity - 229, Bab 26 Brand Personality - 23, Bab 27 Brand Trust - 237, Bab 28 Brand Associations dan Respon konsumen - 239, Bab 29 Perceived Brand Globalness - 243, Bab 30 Brand Origin dan Sikap Konsumen - 247, Bagian Kelima: Kualitas Jasa/Layanan - 253, Bab 31 Service Quality (Servqual) - 255, Bab 32 Perceived Service Quality - 267, Bab 33 Gap Analysis Terhadap Layanan Profesional - 275, Bab 34 retail Service Quality - 281, Bagian Enam: Periklanan - 285, Bab 35 Opini publik Terhadap Periklanan - 287, Bab 36 Penilaian Publik Terhadap Iklan TV - 293, Bab 37 Source Credibility Scale - 303, Bagian Tujuh: E-Marketing - 307. Bab 38 Sikap Terhadap Websites - 309, Bab 39 Experiental Value - 313, Bab 40 Internet Retail Service Quality (IRSQ) - 319, Bab 41 Etailq-327