• 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