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Jagpal, S. (2008-08-20). How Does Consumer Behavior Affect Marketing Policy?. In Fusion for Profit: How Marketing and Finance Can Work Together to Create Value. : Oxford University Press,. Retrieved 17 Jun. 2019, from https://www.oxfordscholarship.com/view/10.1093/acprof:oso/9780195371055.001.0001/acprof-9780195371055-chapter-11.