... ‘Relationship Marketing Theory: Its Roots and Direction’, Journal of Marketing Management, 16, pp. 29–54.November, P. (2002). ‘Teaching Marketing Theory: a herme-neutic approach’, Marketing Theory, ... published in leading journals within the fields of marketing, management, sociology and geography.18 D. Burton Marketing Theory Matters Dawn Burton Centre for Business Management, Queen Mary, ... definitionAt the heart of the marketing theory debate isdefining the criteria of a theory. Depending onhow one defines the term theory , marketing could be either theory rich or theory impover-ished....