This book guides traditional marketers through the evolving landscape of Web 2.0 advertising. Tracy L. Tuten, a professor and advertising professional, provides insights into leveraging new concepts and tools for modern marketing strategies. The book addresses the challenges faced by established marketers in adapting to digital platforms and social media. It aims to equip readers with the knowledge to integrate these new approaches into their existing frameworks.

This book is positioned as a practical guide for established marketers seeking to understand and implement Web 2.0 strategies. The author's dual background in academia and professional practice suggests a blend of theoretical grounding and real-world applicability. The content likely focuses on bridging the gap between older marketing methods and the dynamic digital environment, offering actionable advice for navigating this transition.