sheth et al. also structured marketing theory in a similar way, but each cell, elegantly, contained three 'schools of thought'. sheth and this colleagues discuss the distinction between a theory and a school of thought, and conclude it is not material. the first of the two main dimensions contrasts taking both ends of the exchange that is the dyad, with a one-sided perspective called 'non-interactive'. relation marketing would fall under the former, interactive, category. the second dimension distinguishes those who see marketing as essentially money making from those who take a wide view.