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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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2. The First Deduction: Real in the moment of transaction only

Consequently, (economic) Value has to be regarded as hypothetical or potential in all situations, except in the actual moment of the decision to buy, exchange or sell, when the exchange rate between money and the object is set in the course of the transaction. The operative value is thus in every occasion a consequence of the immediate situation of the evaluators.