Tracy L. Tuten’s new book Advertising 2.0 is one of the most comprehensive books I have read on internet based advertising and the implications for B2B and B2C organizations.

The advertising landscape has experienced a systemic shift in recent years with the emergence of social networking, virtual worlds, the blogosphere, and online games. These changes have forced advertisers, ready or not, to employ new advertising models. But, as Tuten points out, “The potholes for advertisers in the web 2.0 world are many, and missteps by companies who don’t understand the new rules of the game guarantee lost time and money ill spent.”

In the book Tuten outlines the user generated, web 2.0 environment (which some call the Live Web) and makes it easy to understand. She describes the advertising, branding, and marketing opportunities available so that advertisers and content publishers understand what is available.

Tuten, who is an associate professor of marketing at Longwood University, has solid credibility as a subject matter expert. She has written hundreds of articles and presentations outlining her research on web-based surveys, branding and identity, and online advertising. I highly recommend Advertising 2.0 as an essential resource for advertisers, marketers, and publishers.