Leyland Pitt is Professor of Marketing at Curtin University of Technology, Perth. His particular areas of interest in research and teaching involve marketing and the new electronic media, the staging of consumer experiences, and marketing strategy. Dr Pitt is the author of over 100 papers in scholarly journals, and his work has appeared in publications such as California Management Review, Sloan Management Review, Journal of the Academy of Marketing Science, the Journal of Business Research, the Journal of Advertising Research, Communications of the ACM, and MIS Quarterly (in which he also served as Associate Editor).