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Linn: General Theory of Marketing   [pdf]
1.    The Crucial Definition
2.   The First Deduction
3.   The First Postulate
4.   The Second Postulate
5.   The Second Deduction
6.   The Third Deduction
7.   The Third Postulate
8.   The Fourth Postulate
9.   The Fourth Deduction
10. The Fifth Deduction
Summary
Appendix 1
Appendix 2

 

 

 

 

 

 

 

 

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1. The Crucial Definition: Value

The conventional definition of (economic) Value as of Webster’s Dictionary is applied: ”The amount of another commodity for which a given thing can be exchanged. [...] A fair return in goods, services or money for something exchanged.[...]”. Also monetary cash or monetary credit is such a commodity.