Advertising 2.0: Social Media Marketing in a Web 2.0 World
"Tuten (Longwood Univ.) looks at a new advertising landscape in which ads are interactive rather than one-way, unpaid rather than purchased, and consumer-generated instead of controlled by a sponsor. The author advises that advertisers need to recognize that they are not calling the shots alone anymore.  Consumer-generated online videos, posts, and blogs all shape a brand's image now.   Recommended.  Marketing and e-commerce practitioners, faculty, and students, upper-division undergraduate and up."-Choice