The papers in the book start with the more strategic marketing and ‘big picture’ online research issues and move through to more detailed Web-based research examples and cases, including issues to do with methodological explanations, technical descriptions and research conclusions, recommendations and predictions. This monograph contains sixteen influential contributions by well-known experts in the Internet field. Some of the contributions are summarised below:

• The Impact of the E-Business Revolution- In this paper Simon Duke discusses various research findings into the extent of electronic commerce take-up in Europe; the industries most advanced in the take-up, and the reasons why; the business functions most likely being placed on the Internet; the benefits that are expected from electronic commerce; the perceived barriers to further developments and investments in electronic business; and expectations regarding the future of electronic commerce.
• The Impact of the Internet on Car Dealers’ Operations and on the Selling and Distribution of Cars- In this paper David Jamieson explores the impacts of electronic commerce developments on the automobile industry. He compares the extent of Internet usage in the USA and the UK, and examines how new car buyers are currently using the Internet, and their expectations for the future. He then discusses the likely impact that the Internet will have on automobile manufacturers and their franchised dealer networks.
• How Internet Advertising Works: Evidence From a New Body of Research and Directions for Future Study- In this paper Rex Briggs and Horst Stipp review definitions and research on the different forms of online advertising, provide an analysis of their research findings into the effects of Internet advertising, and suggest directions for future research.
• Untangling the European Web: A Targeting Challenge for Online Media Planners- In this paper Susanna Rehbein and Jennifer Baum discuss the challenges confronting media agencies and planners in integrating the Internet into their traditional media mix. They outline a number of steps for a media agency to follow in defining an Internet media strategy, and recommend some media terminology for this new environment.
• Moving Marketing Research Activities to the Internet: A Decision Framework for Determining Value- In this paper Karl Irons provides a framework for evaluating the usefulness of converting existing market research approaches to Internet-based ones.
• The Internet and the Changing Role of Market Research- This paper from Peet Venter and Meyer Prinsloo, considers the increasingly important role that the Internet plays in the changing market research environment. Case histories are used to illustrate the problems and advantages associated with Internet-based research, and possible ways identified to overcome problems and utilise advantages, such as running parallel control groups using conventional research media to check for validity.
• Research Methods on the Web: Experiences and Implications for Market Research- In this paper Caroline Eichman provides examples from several online website survey projects to illustrate some of the emerging complexities involved in conducting online research.