- 1 Introduction: paradigm lost new paradigm found?
- 2 Three approaches to services marketing
- 2.1 The service-dominant logic by Vargo and Lusch
- 2.2 The rental-access paradigm by Lovelock and Gummesson
- 2.3 The resources-processes-outcomes approach a German contribution to services marketing
- 3 The Anglo-Saxon approaches grounding in economics
- 3.1 Cooperation of market participants and co-creation of value: some reflections on the service-dominant logic
- 3.2 Characteristics of non-ownership transactions: property rights theory and its contribution to the rental-access approach
- 4 Discussion of the two Anglo-Saxon approaches and the German approach
- 5 Conclusion
- 6 References
- List of figures
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