by Vince Emery, 1997, 692 pages, $29.99 (paperback), ISBN 1-57610-171-1. Published by Coriolis Group Books.

It has become obvious to business people everywhere that the advantages of doing business on the Internet can no longer be ignored. Even a one person operation must look into the possibilities. This book is probably the the one best way of learning the pros and cons. It is a big book, 692 pages, a full 2-inches thick. It is not a manual for understanding computers, but rather a business guide to utilizing the Internet to sell products and services, to secure instant customer feedback, conduct competitive intelligence, and to satisfy many other business needs.

The author immediately cautions that 70% of the businesses using the Internet today lose money. Some of this loss may be due to the lack of the use of common sense, but in a great many cases, it is the failure to understand the unique nature of doing business on the Internet. Vince Emery uses a "Mr. Doom" (skull and cross bones) icon throughout the book to highlight messages warning you of common mistakes.

The book is divided into 25 chapters, starting from "Business at the Speed of Light" and ending with "118 Cheap or Free Business Resources on the Net". Throughout the book, information sources on the Web are given in bold type. (Want to know about doing business in Japan? Try http://www.gwjapan.com. Much of it is in English and it is updated weekly -- see page 656.)

This book is clearly written and is in the practical, nuts-and-bolts, hands-on style of writing. He stresses "do a little homework first". An incredible amount of useful and free information is available if you use the search engines and directories listed in the book. He gives one to five star ratings for items in this listing and in other listings. The author gives the current cost figures for the equipment and software required. The range is enormous -- from free software to over $100,000. Know what you need before you leap.

In his chapter, "Email: Quickest Bang for Your Buck", he enumerates the cost savings and the communication benefits that the use of email can give your business. At the same time, he notes pitfalls. Email use can overwhelm. Suggestions for controlling this are given. He warns email can be read by others (including competition), altered, and faked (known as spoofing). Encryption and adding digital signatures can be used to secure your email.

Establishing a Web site has been a boon to certain industries -- but a flop for others. Lists of both are given. Costs for setting up a Web site can vary greatly. Yet again, do your homework first. Be especially aware that some services that are offered are just plain con operations. He gives a 12-step sequence for building your Web site.

The author stresses the importance of effective writing in order that your Web site succeeds. He notes, for example, Kentucky Fried Chicken sells "finger-lickin" good" and not "dead chicken parts". Also stressed is that the top of a Web page is crucial. This is called "above the fold" and is an expression derived from the newspaper field. When you look at a newspaper vending rack you buy the whole paper based on what you see "above the fold".

There are many seemingly small things that can trip up a newcomer to the Internet. For example, writing something in all capital letters is considered shouting. It is wise to reread your messages for possible misinterpretations. We often fail to realize that much of our daily conversation is colored by the tone of our voice and that this is often lost in written communications.

Another area where newcomers may come to grief is "spamming", that is sending advertising email to people who did not ask for it. This is like a "collect phone call sales pitch". It can result in serious reactions. Your fax machine may be jammed with hate faxes and you might even end up being terminated by your access provider.

Just about everyone in the business world can benefit by reading this book. The Internet has opened the world market to even a one-person operation and if you are with a large corporation, your boss, some Friday, may suddenly say "Jones, we need to be on the Internet. Find out how by Monday". Jones, grab this book and read fast.