A. Fuat Fırat is professor of marketing at the University of Texas—Pan American and Visiting Distinguished Professor at Aalto University. He completed his Ph.D. degree in marketing at Northwestern University. His research interests cover areas such as macro consumer behavior and macromarketing; postmodern culture; brands and branding; transmodern marketing strategies; gender and consumption; marketing and development; and interorganizational relations. His has won the Journal of Macromarketing Charles Slater Award for best article with co-author N. Dholakia, the Journal of Consumer Research best article award with co-author A. Venkatesh, and the Corporate Communications: An International Journal top ranked paper award with co-authors L.T. Christensen and J. Cornelissen. He has published several books including Consuming People: From Political Economy to Theaters of Consumption, co-authored by N. Dholakia, and is the founding editor of Consumption, Markets & Culture.