ECU News Services


ECU Marketing Professor Pens Book Set, Explores Internet's Influence on Business

An East Carolina University marketing professor has published a landmark book set that explores how the latest Internet innovations continue to impact business.

Tracy L. Tuten, an associate professor in ECU's College of Business, is editor of the newly released "Enterprise 2.0: How Technology, eCommerce, and Web 2.0 Are Transforming Business Virtually." Published in July 2010 by Praeger Publishers, the two-volume book set grew out of her first book on social media marketing, "Advertising 2.0: Social Media Marketing in a Web 2.0 World."

Tuten explained, "The Web has a profound impact on marketing as well as other areas of business, influencing both management and strategy.  In Enterprise 2.0, I set out to find the top experts in their respective areas ‒ all tied together by the theme of Web 2.0's influence on business. It definitely includes some of the latest thinking on the topic."

In addition to being the book's title, Enterprise 2.0 is the industry term for the business tools and processes that are made possible by Web 2.0 technology, the second generation of the World Wide Web that involves social networking as well as more dynamic and shareable content. Research predicts that enterprise spending on Web 2.0 technology will reach more than $4.5 billion by 2013.

Tuten said despite this rapid growth and strong interest, little is available to inform organizational leadership about the resources and potential applications of new Internet technologies ‒ or about the challenges Enterprise 2.0 poses at the organizational and individual levels.

"Every day, business leaders read about the shift in essential business practices and consumer-buying behavior brought about by the Internet," Tuten said.  "This two-volume set introduces readers to these shifts and shows them the way forward, looking at both the micro and macro levels of impact."

This story appeared originally in the Aug. 27, 2010 issue of Pieces of Eight. An archived version of that issue is available at