Carl Rogers needs to make up his mind on what to suggest to his boss. There have been major changes in the buying center of the key account customer he is responsible for. He now needs to decide how to continue the existing relationship and how to proceed with the potential new ones.

Carl Rogers needs to make up his mind on what to suggest to his boss. There have been major changes in the buying center of the key account customer he is responsible for. He now needs to decide how to continue the existing relationship and how to proceed with the potential new ones.

The paper discusses what has been achieved by one German and two Anglo-Saxon approaches to services with reference to the concept of service, the analysis of service economies, and the tasks which evolve from that for the further development of marketing theory. It addresses three approaches to...